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BD Diagnostics

Strategic, actionable branding guidelines bring BD Diagnostics into the future and provide a roadmap as they develop and acquire more products.

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Dexcom G6
While users of the Dexcom system greatly valued its enhanced ability to monitor their glucose levels, applying the subcutaneous Dexcom sensor to their bodies was an obvious pain point that was a barrier to wider adoption.
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Phlex The Swimmers’ Wearable
Phlex's founders envisioned a fitness tracker for swimmers, by swimmers. They knew firsthand that swimmers have different needs than runners and cyclists.
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REAL™ Immersive System
Any type of physical rehabilitation is difficult. That’s especially true when recovering from a brain injury. Progress is typically slow and it’s easy to become discouraged and depressed. The CDC reports that less than a third of discharged stroke patients receive any rehab, and, of those who do, frequency of use is low despite clear evidence that it’s effective.
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Baebies Rapid, Intuitive Newborn Screening
Intensive research and real-time prototyping led to an integrated digital-physical redesign that makes rapid screening technology more accessible.