Umbrella Brand
Hartmann

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Hartmann – A Strong Corporate Brand for All Business Units

Starting point

Paul Hartmann is an internationally established healthcare company with 200 years of medical expertise, on its way to becoming a global player. With 4 business units, 40,000 products ranging from skin care to surgical supplies, and a decentralized structure, the brand presence had become diluted:

  • Different positioning and presence in B2B and B2C.
  • Lack of consistency across product categories and countries.
  • No uniqueness and coherence of the umbrella brand in a highly competitive environment.
  • Complexity in global implementation, particularly for digital applications and print requirements.

Challenge

CEO Britta Fünfstück recognized the necessities of the rapidly changing healthcare market and set the course for the company’s transformation: One brand, one vision, one voice.        

  • Focus on the corporate brand Hartmann 
  • Reduction of product brands from 100 to 4 global power brands 
  • DIGITAL FIRST approach and digital services for hospitals and institutions
  • Strengthening the B2C business with attractive, brand-strong private pay products

Our role

We were commissioned to strengthen the umbrella brand Hartmann with a new corporate design system and bring the new positioning to life:

  • Human: approachable, people at the center.
  • Smart: intelligent and digital.
  • Outcome-driven: solution-oriented and effective.

Our rebranding mandate included: Brand Strategy, Logo, Claim, Corporate Design, Corporate Communication, Digital Design, Brand Migration of product brands, Packaging Design, Design Manuals, Guidelines & Templates, worldwide implementation workshops, artwork training, brand governance.

Solution

  • Umbrella Brand Strategy: All business units were brought together under one strong, unified umbrella brand and one claim: Hartmann helps, cares, protects.
  • Cross Category Consistency: A design system that works in B2B and B2C.
  • Clear Differentiation: A unique presence in a fiercely competitive environment.
  • Digital Approach: Design and communication conceived as digital first from the outset.
  • Efficient Implementation: A flexible design system based on modular templates that can be locally adapted for worldwide digital and print applications.

Success

  • Strong Umbrella Brand: Hartmann now presents itself as a consistent, confident brand.
  • Efficiency: Harmonization saves resources in communication and design.
  • Differentiation: Hartmann clearly stands out from the competition.
  • Globally Deployable: Easily scalable digitally and in print at all touchpoints.

Conclusion

With the relaunch, Hartmann became a strong, consistent umbrella brand that conveys its values – human, smart, outcome-driven – worldwide. Logo, claim, and vibrant blue as corporate color unite the complex portfolio of over 40,000 items. Human Centric Branding created a system that connects B2B and B2C, ensures differentiation, and simplifies global brand governance.

Case highlights:

Orientation

1. Stock-Take

It all starts with a precise analysis: where does the brand stand today? What messages is it sending—and do they actually land with the intended audiences? We make visible whether external perception matches internal intention.

2. Exposing Communication Gaps

SENSUS reveals where communication between brand and consumer breaks down. Which signs, codes or messages are missing their mark? Where do misunderstandings or misinterpretations arise?

3. Cross-Channel Perspective

We examine the brand across all relevant channels—digital, analogue and direct contact—ensuring messages are consistent throughout.

4. Collaborative Approach

Our approach is cooperative: we don't impose solutions, but work together with all relevant stakeholders. By involving everyone, we create shared understanding and broad acceptance of results—driving change processes that are supported by all.

5. Foundation for Development

The outcome is a clear, holistic picture of the status quo. On this basis, strategic decisions can be made and brands developed with purpose—with clarity, commitment and clear direction.