Insight

A global powerhouse like Abbott needs a brand strategy that connects and celebrates the work that is being done within individual business units and across the organization while conveying a single vision and an inspiring purpose for its customers and employees. This is why Abbott came to 50,000feet to engage their internal and external audiences across channels and around the world through strategic messaging and brand experiences that champion Abbott's mission to help people live life to the fullest.

Idea

50,000feet provided the brand and creative strategy and developed a compelling and extensible communications platform for Abbott's global team, developing brand positioning, strategic messaging, a visual brand language, communications and tools to help their team achieve their vision for a more connected, global future. To help steward the Abbott brand through cycles of product innovation and company mergers, acquisitions and divestitures, our team helped bring the company’s innovation—and promise—to life.

Impact

Working with a company built on pioneering innovation underlines the importance of having a well-architected brand platform for supporting growth. Our work helped 94,000 employees working in more than 150 countries to see themselves in their work and in Abbott's brand expression. We helped to celebrate the breadth and depth of Abbott's innovative solutions and position Abbott as a leader in its respective markets around the work, all while helping to build trust with customer and to continue to attract talent to the company's global network through inspiring communications across channels, media and platforms.