CDR Systems
Brand Work >>

A system for systems.

CDR Systems designs and manufactures patient positioning systems for Radiology and Oncology. The challenge wasn’t the products—it was the messaging. The brand needed to speak directly to the people who rely on the equipment every day: the frontline professionals helping improve patients’ lives. That shift inspired a new brand promise: “Everything we create is a system of solutions designed with you in mind.” It became the foundation for the company’s communications.

HDS refreshed and expanded the brand identity across every major touchpoint, including a comprehensive product catalogue and a completely redesigned website. We produced an opening film at a cancer centre, sharing the stories of frontline professionals and showcasing the role CDR’s products play in their work. The new site also highlighted the flexibility of the product range through an intuitive user experience that made finding the right solution far easier.