Case Study: Black Legacy Professionals

OPPORTUNITY

Henry Schein is a worldwide distributor of medical and dental supplies including vaccines, pharmaceuticals, financial services and equipment. They were looking to create a new group within the company to enhance and influence the professional environment to further support the success of Black TSM’s, which augment Henry Schein’s business success.

The only requirement of the project was the use of a star. The star is an existing symbol used by Henry Schein to inspire culture and to recognize employees as “rising stars.”

That’s where we came in.

Process

We studied their brand and the business. We defined the audience.We gained insight and understanding of the consumer by pointing out their distinctive differences and perceived responses. We then used the power of imagery and words to define the brand’s personality — its DNA.