Abiomed Brand Change
ABOUT THE PROJECT
Abiomed, a global leader in medical technology for heart support and recovery with European headquarters in Aachen, was acquired by Johnson & Johnson in 2022. This marked the start of a multi-year transformation: the established brand would gradually become part of the Johnson & Johnson MedTech brand world and its Heart Recovery business.
In 2025, the transition became fully visible in the brand’s visual identity. The central challenge was to introduce the new brand consistently while maintaining continuity, providing direction and building trust among all relevant stakeholders.
The guiding message: “Same substance, new design.”
Establish the transition from Abiomed to Johnson & Johnson MedTech Heart Recovery quickly, clearly and visibly across Aachen and the EUREGIO, with a consistent presence for all key audiences: employees, applicants, healthcare professionals, partners and the public.
“BLUE TURNS RED”
The communication at the heart of Abiomed’s transformation into Johnson & Johnson MedTech was a single, immediately understandable visual signal: the shift from the familiar Abiomed blue to Johnson & Johnson red.
Combined with the new Johnson & Johnson MedTech branding and the Heart Recovery business name, it created a distinctive campaign idea applied consistently across every channel and touchpoint. “Blue turns red” made the transformation visible, easy to understand and tangible in everyday life.
ACTIVATIONS
At the Aachen site
A large-scale lighting installation marked the moment of the change. During the site expansion, an eye-catching construction-fence installation added further visibility.
In public spaces
Branded ASEAG buses, passenger screens on public transport, ground posters at the main railway station and digital out-of-home campaigns ensured strong regional visibility.
At universities and across the region
Premium walls, vinyl banners and digital displays at RWTH Aachen University and the University of Duisburg-Essen brought the brand transition into recruitment and university environments.
In sport and at events
Sponsorship activations with Alemannia Aachen and Ladies in Black Aachen extended the campaign’s presence into everyday regional life.
Digital and professional communication
Display advertising, social media video and photo ads, and a central landing page as a “single source of truth” brought the digital communication together. The new brand presence also appeared at industry events such as DGTHG, and through newsletters, organic posts and regional PR.
RESULTS
Within a short time, the new brand identity was clearly recognised across the region and associated with its new parent brand.
The simple, consistent campaign idea ensured strong recognition across physical and digital touchpoints. At the same time, the transition maintained continuity in perception, trust and communication.
The campaign created visibility well beyond the company site and made the brand change clear and understandable for both internal and external audiences.
