Rooted in the USA and Germany, with a history of over seventy years of international success, MAICO produces innovative diagnostic devices for hearing – a highly specialised market that varies from country to country and continent to continent. Due to these variations in markets, the opportunities and risks of global communication must be carefully weighed.
Task
Relaunch of the MAICO brand.
Implementation/Results
Together with colleagues from the USA and Europe, we evaluated and reimagined MAICO’s brand values, which have changed over the years. This formed the basis for the new logo and all marketing materials. At the end of the process, the client had a new international understanding of the brand, a fresher, more modern logo, and a brand book with all the key guidelines.
We subsequently produced new marketing communication materials for MAICO in Germany.
