The Challenge: Cordis, a pioneer in cardiovascular innovation, had lost visibility and momentum after years under previous ownership. When the company regained independence, it needed to rebuild trust and relevance among interventional cardiologists. This audience of highly skilled specialists is driven by precision, performance, and progress. To reestablish leadership, Cordis required a brand platform that matched their spirit: bold, forward-thinking, and unwilling to settle for the expected.
The Strategy: The campaign centers on a single unifying idea: Go Beyond, a brand platform and rallying cry that embodies the mindset of cardiovascular interventionists who transcend expected outcomes, surpass peers, and transform patient lives. The message positions Cordis as a company that shares their determination to redefine success—to turn “months left” into “years ahead,” and to advance the standard of care with every innovation.
The Solution: The Go Beyond campaign establishes a confident new visual and verbal identity for Cordis. The design system combines powerful photography with a luminous color spectrum that reflects energy, optimism, and forward motion.
A defining feature of the identity is the custom typeface, a bold sans serif with a fine inline rule running through each letter—just like a stent through a vessel. This design element connects directly to Cordis’ heritage in cardiovascular technology and becomes a signature of the brand, carried through advertising, packaging, and even the corporate logo.
The imagery celebrates the skill and focus of interventional cardiologists. Hands in motion, gloves snapping, and instruments being passed from one professional to another symbolize mastery, trust, and precision. Deep shadows and rich lighting elevate the surgical environment into a space of strength and purpose. Luminescent typography brings vibrance and dimension to the campaign, merging science and humanity in one unified expression.
The Results: Go Beyond now serves as the guiding platform and North Star for the Cordis brand, uniting global teams and communications under one powerful idea. It inspires confidence, ambition, and pride within the organization while signaling to the market that Cordis is once again leading the future of cardiovascular care.