embecta
In 2022, BD spun off its diabetes care business, needing a new brand that honored its 100-year legacy while standing independently. The result: a new name, a fresh, human-centered identity that balanced BD’s brand equity with a singular focus on diabetes care. And a story told through the lives and voices of real patients around the world. Once we had the brand foundation, conducted an extensive global photo and video shoot in Europe, Mexico, Japan, China and the US. We built a comprehensive asset library for people, products, and education that will inspire authentic stories for years to come.
Brand Purpose & Narrative
Advance every day together
No one should ever face diabetes alone. From an initial diagnosis, every day can seem like a challenge for the mind, body and spirit. There’s the measuring and monitoring, the dietary restrictions, and the wellness rituals designed to help people manage each day in control of their diabetes. In this life, there is no day off. This challenges start new every day. But so does the chance to bring our talents, our knowledge, our passion, and our determination to every moment – from diagnosis to testing to injection.This promise to improve the lives of people with diabetes started nearly 100 years ago. Since that first lifesaving insulin injection, we’ve walked step for step with patients and physicians – improving injections, advancing safety, and working tirelessly to simplify medication delivery. And, as technologies change, and novel therapeutics seek new targets to control glucose levels and minimize complications, we’re staying out in front. Working together with our advocates, innovators, and educators to pursue better answers in places no one else has ventured. We’ll never stop moving forward. Advancing hope. Be brave, and boldly disrupt the status quo thinking to transform our understanding and approach to managing diabetes planet-wide. Let no one living with diabetes expect they’ll have to walk it alone. Working together, we will secure a life unlimited by diabetes.