DDG was engaged as brand management specialists to guide the new team through the process.

“We began with a new business name,” explained DDG’s Creative Director Fred Thompson. “Everything flowed from there. We have taken a strategic approach – a big picture perspective – to repositioning the brand, working through all the touchpoints of the business to give each brand consistency, audience relevance and high visual appeal.”

“The new name ActivLife says much more about the benefits of the products offered, rather than the technologies enabling them. The positioning statement Life Changing Technology also connects to the users’ success.”

That strategy of zeroing in on the expected benefits in preference to the science or the features has been applied across the brand collateral –  renaming products and colour-coding control units to correlate with identified user groups (people managing general pain, sports people, women), simplifying the labels on the control to better connect to outcomes, simplifying User Guide Manual (and directing traffic to website for more indepth data).

“We have replaced a somewhat complicated and sterile-looking brand with a fresh, modern one that communicates purpose and clarity,” explained Fred. “A creative and colourful wordmark logo and lifestyle imagery make effortless connection with customers and support the ActivLife value proposition. We’ve redesigned packaging along clean, simple lines as befits online sales – the packaging supports a sense of ease-of-use, rather than being a vehicle for marketing messages as you’d need for an on-the-shelf product.”

ActivLife’s suite of business collateral (stationery, business cards, etc) has been redesigned in line with the new brand, which is also at the core of a fresh ActivLife website developed by the DDG Web Services team.

ActivLife is proactively taking its regenerated brand to its market with newly developed print ads showcasing all it has to offer.

“For a mature business such as this one, we often find that collateral and marketing practices have been built up over time, often in an ad hoc or reactive manner,” said Fred. “Rebranding has given ActivLife an opportunity to activate new thinking about the brand, how they do business, who their customers are and where the business can be positioned. The rebranding exercise exploits all the experiences of a business with forty-plus years of history to redefine and narrow down its offering into something very powerful.”

Fred summed up: “That sort of strategy is best achieved in a culture of change. Bio Electronics was ready and willing to transform into ActivLife and, with the support of DDG’s strategic expertise and creative design, the brand metamorphosis is well underway.”