{"id":2747,"date":"2025-11-24T12:04:47","date_gmt":"2025-11-24T11:04:47","guid":{"rendered":"https:\/\/human-centric-branding.de\/case-study-hartmann\/"},"modified":"2026-03-11T11:45:59","modified_gmt":"2026-03-11T10:45:59","slug":"case-study-hartmann","status":"publish","type":"page","link":"https:\/\/human-centric-branding.de\/en\/case-study-hartmann\/","title":{"rendered":"Case Study: Hartmann"},"content":{"rendered":"\t\t
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Umbrella Brand
Hartmann<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"Hartmann_Website-02\"<\/figure><\/div>
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Hartmann \u2013 A Strong Corporate Brand for All Business Units<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Starting point<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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: <\/p>

  • Different positioning and presence in B2B and B2C.<\/li>
  • Lack of consistency across product categories and countries.<\/li>
  • No uniqueness and coherence of the umbrella brand in a highly competitive environment.<\/li>
  • Complexity in global implementation, particularly for digital applications and print requirements.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    CEO Britta F\u00fcnfst\u00fcck recognized the necessities of the rapidly changing healthcare market and set the course for the company’s transformation: One brand, one vision, one voice.        <\/p>\n

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    • Focus on the corporate brand Hartmann <\/li>\n
    • Reduction of product brands from 100 to 4 global power brands <\/li>\n
    • DIGITAL FIRST approach and digital services for hospitals and institutions<\/li>\n
    • Strengthening the B2C business with attractive, brand-strong private pay products<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Our role<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      We were commissioned to strengthen the umbrella brand Hartmann with a new corporate design system and bring the new positioning to life:<\/p>\n\n

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      • Human: approachable, people at the center.<\/li>\n \t
      • Smart: intelligent and digital.<\/li>\n \t
      • Outcome-driven: solution-oriented and effective.<\/li>\n<\/ul>

        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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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        Solution<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        • Umbrella Brand Strategy: All business units were brought together under one strong, unified umbrella brand and one claim: Hartmann helps, cares, protects.<\/li>
        • Cross Category Consistency: A design system that works in B2B and B2C.<\/li>
        • Clear Differentiation: A unique presence in a fiercely competitive environment. <\/li>
        • Digital Approach: Design and communication conceived as digital first from the outset.<\/li>
        • Efficient Implementation: A flexible design system based on modular templates that can be locally adapted for worldwide digital and print applications.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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          Success<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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          • Strong Umbrella Brand: Hartmann now presents itself as a consistent, confident brand. <\/li>
          • Efficiency: Harmonization saves resources in communication and design.<\/li>
          • Differentiation: Hartmann clearly stands out from the competition. <\/li>
          • Globally Deployable: Easily scalable digitally and in print at all touchpoints.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            Conclusion<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            With the relaunch, Hartmann became a strong, consistent umbrella brand that conveys its values \u2013 human, smart, outcome-driven \u2013 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. <\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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