A global brand, made human.
As Head of Corporate Branding, I owned Coloplast's creative direction across 50+ markets — one brand platform for patients, healthcare professionals, and the people who fund medical care. I led an in-house team of five and built a creative studio in Poland to scale the work.
The Challenge
Intimate healthcare products. The brand had to feel human and dignified — never clinical, yet still signal reliability and advanced technology — and stay consistent everywhere, from a hospital in Tokyo to a pharmacy in Germany.
The Approach
We built the brand around the user's perspective — medical, personal, social, societal. Real people, real stories, photographed with honesty instead of stock-photo gloss.
The System
One platform — logo, colour, typography, photography, product rendering, packaging, signage, digital — delivered through guidelines, a brand portal, templates and training, so every market could stay on-brand on its own.
Brand Story Film.
To bring the corporate brand platform to life, we created a documentary-style Brand Story Film anchored in Coloplast's mission, Making life easier, and its brand line, So you can be you. Rather than products, the film leads with people — real users like Neil, who returned to work after years away, and older friends still chasing a bucket list — filmed in the warm, personal, confident style at the heart of the visual identity. Shown at HQ and rolled out across markets, it became the emotional centrepiece of the "listening and responding" brand experience I led across corporate branding and CVI.
Making life easier — the master brand campaign
A flexible platform built to raise awareness of Coloplast's mission, centred on nine real users, their own words, and the turquoise "underscore" carrying the mission line. Each story comes in four layout variants and links the WHY (the mission) to the WHAT (ranges like SenSura® Mio) — delivered as a global toolbox for events, brochures, sales meetings, recruitment and onboarding.
