Author: Tenet

  • Bluetooth

    Bluetooth

    Bluetooth is like air—invisible, yet essential

    Bluetooth is one of the best-known and most trusted wireless technologies in the world, found in billions of devices and myriad applications. It is everywhere, and an essential part of today’s world.

    The familiar Nordic rune symbol of the Bluetooth logo is instantly recognizable. What’s less well known is the global organization behind the technology—the Bluetooth SIG—working behind the scenes to protect and advance Bluetooth as a universal standard for wireless connectivity.

    Tenet Partners helped put the Bluetooth SIG on a course to change that in 2025, with a multiple award-winning rebrand.

    Protecting the Bluetooth brand while taking it in a new direction

    When one of the world’s most iconic brands needs to go in a new direction, it creates a tough challenge: How to take something of immense value and advance it without losing what makes it great.

    The need to change was driven by new uses for Bluetooth technology. Long associated with consumer devices and audio, Bluetooth technology is now found in unexpected places including building systems, locator tags, medical devices, retail and industrial settings. The world of Bluetooth has changed, and that called for a new story.

    two people in front of a large wallboard that is highlighting Bluetooth's brand

    Shifting the focus of the Bluetooth brand

    Working in close collaboration with the Bluetooth SIG, Tenet Partners uncovered the true meaning of Bluetooth technology: world-changing impact and empowerment for consumers, commercial users and the thousands of device manufacturers around the world that are members of the Bluetooth SIG. This change from the existing emphasis on technology features and functionality to the experiences that Bluetooth creates gave the familiar Bluetooth name and symbol a new meaning.

    Connection is the Bluetooth brand’s unifying idea

    As the team worked together, resonant ideas rose to the surface. That like air, Bluetooth is everywhere—invisible, yet something that connects and strengthens us all. That through the essential connection that Bluetooth technology provides, the world can be made better.

    Our vision Creating a better world through connection Our values We work toward a greater good We commit to the power of collaboration We explore without limits

    Creating a new atmosphere for Bluetooth

    These ideas were the inspiration for what was to follow: a powerfully evocative and flexible visual and verbal identity, with atmospheric and connective elements unlike anything Bluetooth had seen before.

    The brand’s feel and tone also shifted, from a functional and engineering-oriented expression towards a higher-order, more experiential one that casts Bluetooth in a whole new light.

    "We saw a 12x increase in engagement across social channels during the launch period." David Hollander, VP of Marketing, The Bluetooth SIG
    a wristwatch that says: Connected
    Together, we're not just imagining the future, we're building it
    The Ambient IoT: Harvesting the energy that's all around us.
    Bluetooth

    A re-energized Bluetooth, ready for the future

    The new Bluetooth is a launching point that brings fresh energy to the brand to energize and guide SIG members, staff, and the entire Bluetooth community—together, creating a better world through connection.

  • eFax

    eFax

    From digital fax to enterprise data

    As one of the first to offer a digital alternative to traditional paper fax machines, eFax has always been an innovator and today, it is the world’s most-recognized provider of cloud fax—a technology that remains essential in regulated industries such as healthcare.

    In the more than three decades since its founding, the company has grown to be a leader not just in cloud fax, but also in interoperability and digital transformation solutions—redefining how businesses of all sizes communicate and manage secure data exchange.

    variations of eFax logos: eFax Unite, eFax Harmony, eFax Protect, eFax Pro, eFax Plus, eFax Corporate, eFax All Access, eFax Jsign, ECFax by eFax

    Embracing the enterprise

    With enterprise customers becoming a critical driver of growth, the company decided to make a strategic pivot from pure-play cloud fax service to enterprise solutions provider.

    Consensus Cloud Solutions, the parent of eFax, was spun off from Ziff-Davis in 2021 to capture the growing need for secure enterprise data communications. Prompted by emerging AI technologies such as machine learning and unstructured data transformation, the company began building out its portfolio of advanced enterprise solutions.

    electronic tablets in horizontal and vertical orientations, left horizontal has an eFax website page that says "Unlock your data. Unlock your workflows." and right vertical says "You choose your plan. We'll get you started."

    Bridging eFax to a new digital future

    It soon became apparent that the existing fax-focused brand no longer aligned with the company’s strategic direction.

    After a thorough exploration of potential paths forward by Tenet’s research and strategy team, the decision was made to leverage the massive equity of the eFax name and build a new brand around it.

    Building on the idea of connection

    The new brand had to show that eFax is about much more than fax, while maintaining its status as the world’s pre-eminent cloud fax service. Threading that needle called for a bold approach to brand transformation.

    New eFax positioning, high-level messaging and brand promise all came to life through a dynamic visual representation that suggests connection, data flow and transformation: the threads that tie all that eFax does together.

    Forward is our favorite direction
    “The refreshed brand leverages eFax’s trusted name to unify our advanced solutions.” Johnny Hecker, CRO and EVP Ops, eFax
    eFax branded hoodie

    Making it real

    To tie the brand to real business results, Tenet developed a comprehensive go-to-market strategy. Leveraging market insights, the strategy spanned segments, attributes, personas, and sales enablement playbooks including service bundling and refreshed product messaging.

    mobile device showing an app eFax — Receive and Send Fax
    Consensus website tab showing favicon
    Consensus logo on an outdoor sign on a building

    Helping to spark growth

    eFax has a long history of strong financial performance. The brand’s new message drew fresh attention to eFax and its future-forward, technology-driven strategy, helping to fuel powerful acceleration: as of early 2026, the company is seeing positive market trends and meaningful expansion of revenue across its broader portfolio.

    During its Q4 2025 earnings call in February, Consensus executives noted record free cash flow, robust margins, and accelerating corporate momentum as the organization pivots to enterprise sales. Investors have taken note, with the stock price up more than 35% since the beginning of the year.

  • The Bancorp launches its new brand developed with award-winning brand consultancy, Tenet Partners

    New York, NY (January 13, 2026) – Earlier today, The Bancorp launched its new brand by ringing the opening bell at NASDAQ. The Bancorp is one of the first payment services providers and specialized lenders to embrace the fintech industry, serving as the essential financial enabler of fintech innovation.

    Tenet Partners worked with The Bancorp to capture its high-performance essence in a new brand, including positioning, logo, tagline, visual identity and website. The company’s vision and mission speak to its role in the perpetual transformation of banking and defining its future while its promise is to turn compelling ideas into real-world solutions.

    The Bancorp’s new logo symbolizes the depth and layers of expertise the company brings to solving its customers’ challenges, combined with a fluidity that represents its ability to adapt and pivot with the dynamic, ever-changing landscape of financial services.

    TheBancorp™ Bold ideas, realized.™

    The “Bold ideas, realized.™” tagline goes straight to the heart of what makes The Bancorp special. It is the essence of the brand captured in three words that evoke who the company is, what it does for its customers, investors and employees, and how it delivers

    “The Bancorp occupies a unique place in the world of financial services—one that positions it to drive positive and impactful change—and is driven by an ethos unique in the banking industry,” said Beth Flom, Senior Partner, Research and Strategy. “Our mission was to capture the organization in a powerful and distinctive brand that will help propel The Bancorp to the future. The brand we’ve built is the result of a seamless partnership—one where we worked together side-by-side to produce work truly designed to help propel the company forward. We’re so thrilled to have had the opportunity and remarkably proud of the results.”

    “Our brand evolution reflects The Bancorp as the essential enabler for fintech,” said Maria Wainwright, Executive Vice President, Chief Marketing Officer of The Bancorp. “Working closely with Tenet Partners, we refreshed how our brand shows up in the market to match the strength, expertise, and rigor of our business and our people. The result is a brand that authentically reflects our culture as a high-performance partner, built to turn bold ideas into real-world solutions.” Effective today, the company’s website has been refreshed with its new brand.

    About Tenet Partners

    Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality.

    www.tenetpartners.com

    About The Bancorp

    The Bancorp, Inc. (NASDAQ: TBBK), through its subsidiary, The Bancorp Bank, N.A., is defining the future of banking. As one of the first banks to embrace fintech, The Bancorp has been a driving force behind the industry’s evolution, serving as an essential financial enabler of fintech innovation for more than 20 years. Led by its Fintech Solutions business, the company delivers a dynamic portfolio of payment and lending solutions that empowers its clients to turn bold ideas into real-world success.

    Ranked by the Nilson Report as the No. 1 issuer of prepaid cards in the U.S. and among the top 10 debit card issuers nationally, The Bancorp also holds leading positions in its Institutional Banking, Small Business Lending, Fleet Management Services, and Real Estate Bridge Lending businesses. Across every line of business, The Bancorp fosters prosperity through the perpetual transformation of banking and aims to drive growth for its clients, investors, employees, and the communities it serves. For more information, visit thebancorp.com.

    For more information

    Jessica McHie
    Photo of Jessica McHie Partner, Business Development
    Business Development and Marketing
    Tenet Partners
    11 West 42nd Street
    Penthouse Floors 31/32
    New York, NY 10036 US
    +1 212 329-3166

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  • Tenet Partners named top-three brand strategy agency by Clutch

    New York, NY (December 15, 2025) – Tenet Partners, a leading brand and strategy consultancy, has been recognized as a Clutch Global Award Winner for Fall 2025—for product branding (#1), brand messaging (#2), brand strategy (#3) and naming (#10).

    As the creator and innovator of brands, Tenet next year celebrates its 50th year in business helping to guide market-leading clients, including Bluetooth, Fairtrade, Edwards Lifesciences and Cadence Bank, to their futures through by fusing foresight, strategy, design and technology to drive growth and transformation.

    Clutch Global Fall 2025

    Clutch, a leading global marketplace of B2B service providers, selects honorees through its proprietary Clutch Rank, which evaluates companies based on verified client feedback, industry expertise and overall market presence. Clutch Global Awards represent the highest level of recognition on the platform: Clutch’s Leaders Matrix, reserved for the top 15 companies in each category worldwide.

    “This season’s awards reflect the depth and breadth of our capabilities as a firm, as well as our intentional strategy of continuously infusing evolving tools and technologies to build brands with true impact,” said Hampton Bridwell, CEO of Tenet Partners. “Over the nearly half-century we’ve been in business, Tenet has prided ourselves on not only keeping up with the times, but leading the change in to connect brand with new disciplines, including innovation, data science and AI, so that we can better help our clients build the futures they envision.”

    “The Clutch Global Award winners represent what’s possible when businesses put client success at the center of everything they do,” said Mike Beares, Clutch founder and CEO. “Their innovation and dedication inspire the global standard for partnership excellence.”

    About Tenet Partners

    Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality. tenetpartners.com

    About Clutch

    Clutch empowers better business decisions as the leading global marketplace of B2B service providers. More than half a million business leaders start at Clutch each month to read in-depth client reviews and discover trusted agency partners to meet their business needs. https://clutch.co/profile/tenet-partners

    For more information

    Jessica McHie
    Photo of Jessica McHie Partner, Business Development
    Business Development and Marketing
    Tenet Partners
    11 West 42nd Street
    Penthouse Floors 31/32
    New York, NY 10036 US
    +1 212 329-3166

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  • Tenet Partners wins premier awards for its evolution of the Bluetooth® brand

    New York, NY (October 9, 2025) – Tenet Partners, a leading brand and strategy consultancy, has been recognized with three 2025 Transform Awards North America for its collaboration with Bluetooth® to evolve the organization’s brand.

    The brand evolution earned recognition for excellence in both strategy and design, earning:

    • Silver – Best Brand Development Project to Reflect a Change of Mission, Values or Positioning
    • Bronze – Best Brand Evolution (Corporate)
    • Bronze – Best Visual Identity from the Technology, Media and Telecommunications Sector

    The awards, given by Transform Magazine, honor the very best work in the field and are one of the largest awards competitions in the industry and the only awards program in the region to celebrate the transformative power of rebranding and brand development.

    The Bluetooth SIG (Special Interest Group), the not-for-profit that oversees the development of Bluetooth technology standards and the licensing of Bluetooth technologies and trademarks, was looking to redefine its brand and reflect the breadth of its application to connect not only consumer, but also commercial and industrial users.

    On the foundation of the powerful the Bluetooth name and logo, used by more than three billion people globally, Tenet Partners helped Bluetooth articulate a renewed purpose and positioning while evolving the iconic identity for the next generation of connectivity.

    “Bluetooth is one of the most recognized brands in the world, and this project demonstrates the power of strategic evolution to embrace new futures,” said Hampton Bridwell, CEO of Tenet Partners. “We’re proud to have worked alongside this iconic brand to express its remarkable purpose with clarity and confidence.”

    “They challenged us on our assumptions and delivered results that exceeded our expectations,” said David Hollander, Vice President, Marketing, Bluetooth SIG. “We saw a 12x increase in engagement across social channels during the launch period. If you’re willing to bring Tenet into the heart of your process, they’ll bring insight, creativity and momentum that you can’t get elsewhere and will move your brand forward. We’re thrilled the Transform Awards has also recognized the impact of our work.”

    About Tenet Partners

    Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality. www.tenetpartners.com

    Read the case study.

    About the Bluetooth SIG

    Formed in 1998, the Bluetooth Special Interest Group (SIG) is the not-for-profit membership organization that oversees Bluetooth® technology, the most widely deployed wireless standard in the world. The Bluetooth SIG is a unique blend of an international standards development organization, product certification body, patent and trademark license administrator, and industry trade association. In partnership with its more than 40,000 member companies, the Bluetooth SIG is continually enhancing the technology to redefine what is possible using wireless communication. www.bluetooth.com

    For more information

    Jessica McHie
    Photo of Jessica McHie Partner, Business Development
    Business Development and Marketing
    Tenet Partners
    11 West 42nd Street
    Penthouse Floors 31/32
    New York, NY 10036 US
    +1 212 329-3166

    ###

  • The Bancorp

    The Bancorp

    Helping define the future of banking

    The Bancorp is the engine powering many of the world’s leading fintech brands, from PayPal and Venmo to Chime and Betterment.

    One of the first banks to embrace fintech, The Bancorp is a forward-looking organization with a unique mix of experience, expertise and creativity that give it the ability to help its partners turn compelling ideas into real-world solutions.

    Tenet Partners helped to crystalize what makes The Bancorp stand out, in a wide-ranging brand evolution program that began in 2024.

    Imagining a new future for The Bancorp

    To help lay the foundation for The Bancorp’s future, the Tenet team saw an opportunity to elevate The Bancorp’s expression beyond the focus of its leading payment and lending services and technology—the offerings that had been the focus of the legacy brand.

    Building on an extensive research and discovery effort, Tenet used our collaborative Brand Worlds methodology to explore future directions for The Bancorp. The experiential spaces and narratives helped the team see their brand as the market would, effectively capturing the dynamism and energy of the fast-moving fintech industry.

    A brand built around a simple, powerful idea

    The Bancorp is a leader in fintech and also provides a range of specialized banking services including institutional banking, fleet leasing and real estate bridge lending. Finding a common thread that could tie the entire organization together was crucial.

    That idea became encapsulated in The Bancorp’s new tagline: Bold ideas, realized.™ This single concise statement speaks to what makes the bank different: a depth of experience and relationships that empowers customers to effectively bring their ideas and businesses to life. If a customer can envision it, The Bancorp can make it real.

    A design-forward experience

    The refreshed brand came to life in a remarkably powerful way, through bold creative choices across the board from the striking black-and-teal color palette to the energetic sonic, graphic and typographical expression of the launch video.

    The resulting brand identity places The Bancorp’s offerings and the value it brings in an entirely new context—a powerhouse brand for a powerhouse organization.

    A legacy of strength. A vision for the future.
    various devices showing The Bancorp's brand: watch, phone, and two tablets
    "The Bancorp has evolved, and our brand should reflect that evolution.” - Damian Kozlowski, CEO, The Bancorp
    a mobile phone showing a post from The Bancorp that says: We're shaping the future of banking.
    Sending payment ...
    3 portfolios: Your vision. Our expertise. Why run the risk? Where expertise meets purpose
    It's faster. Streamlined. More dynamic. 87% Our advanced tech-enabled processes and platforms provide simpler more cost-efficient access to liquidity.

    Embracing the future of The Bancorp

    The Bancorp’s revitalized brand has been enthusiastically welcomed across the organization, thanks to a robust employee engagement program and subsequent launch, culminating in ringing the opening bell at the Nasdaq exchange in New York in January 2026.

    Damian Kozlowski, CEO of The Bancorp, had this to say: “In a rapidly changing financial landscape, The Bancorp has evolved, and our brand should reflect that evolution. Our rebrand captures who we are—a technology-forward financial institution with the expertise to see what’s ahead and the commitment to help our partners transform, innovate and grow.”

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  • Sustainability Accounting Standards Board (SASB)

    Sustainability Accounting Standards Board (SASB)

    In the world of capital markets, investors need to understand how a business, regardless of industry, will remain viable and deliver a desired financial return. To make good investment decisions, they need to account for both financial and non-financial issues that are material to a company and its ability to sustain its future.

    The challenge that investors face is access to essential information that goes beyond what’s found in traditional annual reports and financial statements. Today’s enterprises must navigate a complex and dynamic landscape of regulations and resource uncertainty—and they must be able to assess and report on how all of these factors affect their operations and risk exposure, in order to maintain the confidence of investors.

    Facilitating performance reporting around non-financial issues is what the Sustainability Accounting Standards Board (SASB) was created to do. Formed in partnership with Bloomberg, SASB was modeled on the Financial Accounting Standards Board (FASB), which formulates and oversees the benchmarks used for financial reporting.

    Together, SASB and FASB provide a comprehensive and consistent set of standards that give investors a more complete understanding of a company’s current performance and future prospects.

    As a founding member of SASB’s advisory council, Tenet Partners played a critical role in helping Dr. Jean Rogers, its visionary founder, create a brand that would immediately establish the organization’s credibility within the business, capital markets and regulatory community that was equal to any other in the realm of standards-setting organizations.

    In addition to the research, strategy and identity work at the heart of any successful brand, the Tenet team partnered with SASB to create an information architecture designed to make a company’s sustainability metrics more accessible and easier for investors to use.

    The result was the highly interactive SASB Materiality Map, which provides an at-a-glance view of materiality scores by industry and issue, allowing click-through access to the data behind the score. By translating a complex data set into something digestible and easy to use, it helps enterprises organize and prioritize the issues that are most important to them—and their investors.

    The launch of SASB established it as an essential enabler of standardized sustainability reporting in the United States. Thanks to this success and widespread adoption of its standards, in 2022, the International Sustainability Standards Board (ISSB) of the IFRS Foundation assumed responsibility for the SASB Standards and moved them to a global approach embraced by capital markets worldwide.

  • Sensient Technologies

    Sensient Technologies

    Vibrant hues. Subtle scents. Flavors that run from sweet to savory and mild to bold. Textures that are pleasing to the touch. Rich sensory experiences are an essential part of being human—and making those experiences better is what Sensient Technologies is all about.

    Sensient ingredients are found in a vast array of products, from food, pharmaceuticals and cosmetics to industrial coatings, cleaners and packaging.

    The highly specialized, technologically sophisticated company now known as Sensient had a surprising start. Its roots go back to 1882, when it was a distillery, and later a producer of yeast. In the 1960s, the company added other commodities and changed its name to Universal Food Products. By the 1990s, the name and brand no longer fit the organization. It had transformed, branching out in new directions as a leading global supplier of colorants, flavors and fragrances. It had become far more than a food company.

    The key to development of a new brand was to find the thread connecting all that the company does—the essential idea behind its entire range of products and capabilities.

    The Tenet team looked beyond what the company does, to what its products enable. That creative approach led to a simple, universal idea: The company is in the business of enhancing sensory experiences.

    The sensory experience notion became the foundation of an entirely new brand encompassing strategy, positioning, architecture, visual and verbal identities. It came to life in several ways, the most visible of which was an evocative new name: Sensient Technologies. The name is powerfully communicative all on its own. In just two words, it telegraphs the promise behind the brand: Enhance SENSory experiences through specialized ingredIENTS, delivered through proprietary TECHNOLOGIES.

    The dramatic rebrand accomplished exactly what the company set out to do: Redefine its position in the market and provide a platform for growth. As a result, Sensient Technologies’ (NYSE: SXT) stock price saw a 20% gain after the new brand was launched.

  • Tenet Partners recognized in Gartner® Market Guide for Brand Consultancies

    New York, NY (December 10, 2024) – Tenet Partners has been named among a select group of brand consultancies in the latest Gartner® Market Guide for Brand Strategy Agencies*. This recognition is a continued acknowledgement of the services, capabilities and insights that Tenet brings to brand leaders as they seek to elevate brand strategy, architecture, activation and identity.

    The guide notes Tenet’s strong focus on data-driven insights and trend forecasting through predictive analytics to inform brand strategy along with marketing, creative and brand management, and to tie brand investments to business outcomes. The guide also highlights Tenet’s brand consulting capabilities that span corporate and consumer branding, including insights, advanced analytics, brand architecture, naming and identity.

    The Gartner report points to the fact that brand strategy agencies are experimenting with and adopting AI—an area in which Tenet has been making significant investments for the past five years. It cites consideration of the role of AI as one of its top takeaways, noting that AI use, values, expanding agency capabilities, and deep understanding of the client’s industry are key differentiators that can help inform agency selection.

    The report, which contains extensive guidance on how to go about selecting the right agency for the client’s needs, concludes with specific recommendations on fostering a strong and productive agency relationship—valuable advice that Tenet believes can help CMOs make a smart decision when choosing a vendor.

    This guidance is timely, given the authors’ findings. CMOs struggle to find the right brand strategy agency due to the overlap of capabilities with traditional management consultancies, advertising and digital marketing agencies. Brand strategy agency capabilities, once primarily focused solely on brand positioning and visual identity, have evolved rapidly to include internal communications, increased insights capabilities, and experiential brand identities. Selecting the right partner is critical, given that CMOs also report brand strategy and activation as a large budget allocation across marketing programs and operational areas.

    Read the full Gartner report, Market Guide for Brand Strategy Agencies, (accessible to Gartner subscribers ID G00804877).

    *Gartner, “Market Guide for Brand Strategy Agencies”, By Analyst(s): Julie Reeves, Jay Wilson. Published 6 November 2024

    GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

    About Tenet Partners

    Tenet Partners is a brand innovation firm that transforms organizations through a blend of insights, strategy, design and AI technology. Our mission is to help companies create brand value and open possibilities in today’s digital-driven and customer-focused world.

    For more information

    Jessica McHie
    Photo of Jessica McHie Partner, Business Development
    Business Development and Marketing
    Tenet Partners
    11 West 42nd Street
    Penthouse Floors 31/32
    New York, NY 10036 US
    +1 212 329-3166
  • Canon Medical

    Canon Medical

    Canon branded stationery

    Making a difference is in Canon Medical’s DNA

    From MRIs to X-ray equipment, the world of medical imaging is heavily dependent on advanced technology. That’s where many manufacturers concentrate their efforts.

    Canon Medical Systems USA has a different mindset. It’s a company that thinks about access, impact and the good that its solutions do for providers, health systems and patients. For Canon Medical, the outcome matters as much as the product.

    Tenet Partners helped Canon Medical bring that story to life with an award-winning brand refresh that set the company apart while honoring the global Canon brand.

    three portrait Canon medical ads
    laptop displaying Canon Medical brand
    tradeshow poster showing Canon Medical brand

    Targeting Canon Medical’s distinct advantages

    With the competition mainly focused on technology, Canon Medical saw an opportunity to leverage its emphasis on meaningful innovation, expertise, relationships and the positive impact it has on customers and patients as a way to stand out.

    A new brand promise, positioning and personality set the stage for messaging and tone of voice. The narrative highlighted the company’s humanity and strong customer orientation: Canon Medical is with customers all the way, solving problems, meeting them where they are and setting them up for success. All in the name of delivering what matters: better outcomes.

    Honoring the parent brand while exploring new directions

    The critical challenge for Tenet’s design team was to respect the power and value of the global Canon brand while enabling Canon Medical to stand out as a preferred partner for the medical community. The visual identity had to remain firmly rooted in the parent brand.

    The new design links to the global Canon brand in subtle ways, making good use of the corporate red along with gradients and geometric shapes, including the highly recognizable letter C that’s always been part of the Canon wordmark. The result is a rich texture that suggests technology without overwhelming the more human elements of imagery.

    A refreshed Canon Medical brand grabs attention

    In a crowded market where Canon Medical goes head-to-head against much larger competitors, the refreshed brand has done exactly what the company was looking to accomplish: elevate its profile. A few months after the updated brand launch, Canon Medical saw a 45% increase in engagement with its social media content, and response to PR at conferences tripled.

    The revitalized brand also won Bronze in the 2024 Transform Awards, for best creative strategy—evidence of the difference that collaborative engagement and design that’s firmly grounded in brand strategy can make.

    Canon brochure
    “We’re impressed by Tenet Partners’ ability to listen and understand our business needs.” Olivia Duarte, Director of Corporate Communications
    electronic billboard with Canon ad