BGA provided strategic consulting and design services to re-launch »Canon Medical Systems« in Europe. The findings of extensive market research, voice-of-the-customer interviews and workshops with Canon management were consolidated into the launch campaign material for Canon’s CXDI-70C Digital Radiography instrument. This formed the basis for the rollout of the new Medical Systems identity created by BGA. Using key elements from the »One Canon« brand, BGA combined an emotional photographic style and consistent information graphics to present the healthcare product range. The result is a dynamic and unique portfolio of sales information for Canon’s Digital Radiography and Eye Care business.

This has now been adopted for Canon’s global medical systems markets.


Branding, people and product photography, Iconography, Brochure development, Illustration, Information graphics, Copy writing.