BGA was assigned to review and evaluate the messaging, positioning and design for Canon’s strategically important business area of medical systems. The challenge was to position Canon’s medical portfolio in a manner that embraced the new Canon corporate branding; currently being rolled-out in the commercial markets of cameras, copiers, etc. as well as to maintain the high level of technical information required when selling into the medical healthcare market.

After intensive rounds of customer surveys, workshops and strategic meeting we concluded that Canon Medical Systems could clearly differentiate itself in this market segment by developing an image and messaging campaign that reflects the core Canon values which are based on the philosophy of Kyosei; meaning “living and working together for the common good”.

Canon has been defining the future with innovative solutions for nearly 70 years. In all that time they’ve constantly strived to improve medical diagnostics in healthcare. The new Ad campaigns and product literature were based on the Global “One Canon” Corporate Design; using imagery which focuses on personal moments that reflect customer experiences and Canon’s key messages. Photographs for the new Ads and image brochures were shot in the impressive scenery of the Swiss Alps.

The clearly structured brochure designs deliver technical information with emotion, providing different levels of information for the varied requirements of the target audience. The high quality of Canon’s instruments is reflected in the product photography and layout. A new icon concept was developed specifically for the Canon Medical System range; which underlines the instruments USP’s. On the back of all printed literature readers can find a global iconography which illustrates Canon’s brand values and quality assurance.

The Canon Medical Systems “We Speak Image” campaign is a great success with its emotional images and clear structure setting themselves apart from their competitors. The result of this positive and successful collaboration has laid the groundwork for a new and exciting era of Canon Medical System instruments.