For over five years, my agency and I collaborated with Abbott Laboratories to grow the Abbott Vascular division, launching
numerous product brands via naming and identity, advertising, packaging and collateral, product demos and direct marketing.
Abbott was known for pharmaceuticals, not devices, so we needed to create awareness, establish and build credibility and unify acquired brands under one umbrella.
 Over the years, we also developed a fresh, straightforward
tonality within Abbott’s target markets, evolving the brand
to articulate a confident, peer-to-peer voice.
My brand-building work with Arterial Vascular Devices (AVE) began at the startup stage and continued over almost five years across all media through their acquisition by Medtronic and thereafter, continuing to work with their corporate marketing team.

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