ARKRAY USA, a manufacturer and distributor of diabetes care products for retail and healthcare sales channels, needed to refresh it’s brand identity to better reflect the company’s status as an industry innovator and leader. We repositioned ARKRAY USA as “Your Diabetes Health Ally” and conveyed this messaging in a brand aesthetic that broke free from formulaic medical imagery, to feel fresh, bright and forward-thinking. Together, visually arresting product photography, complementary lifestyle imagery and powerful new messaging created a compelling, lasting impression for the brand.