Consistent Brand Representation
Improved Collaboration
Streamlined Updates
Becton, Dickinson, and Company (BD), a global leader in medical technology, serves a broad network of stakeholders, from healthcare institutions and researchers to clinical laboratories and the general public. BD struggled to maintain a consistent and professional brand presence across such diverse audiences. Their brand guidelines were fragmented across multiple static PDFs and web pages, with inconsistent styles, varying structures, and minimal updateability.
This fragmentation led to confusion, inefficiencies, and inconsistent branding across departments and external partners. In 2020, BD partnered with Definity to transform their outdated assets into a modern, centralized Design System – with a focus on intuitive design, visual cohesion, and scalable content structure.
Challenges
Disparate branding materials
Lack of ongoing editorial flexibility to keep standards up to date
Static PDFs and outdated content
Absence of a centralized CMS environment
Solution
BD partnered with Definity to design and implement a customized Design System CMS built on Microsoft SharePoint. Definity leveraged its dual strength in design excellence and technical expertise to deliver a secure and centralized platform that increased employee productivity, efficiency, and compliance with BD brand guidelines.
Faster Onboarding
for new employees and partners
Consistent Brand Representation
across all departments
Streamlined Updates
reducing risk of outdates materials in circulation
Improved Collaboration
aligning teams around a single source of truth
Design Expertise that Made a Difference
Visual Design & Look-and-Feel
Definity's design team translated BD’s existing guidelines into an attractive, modern digital format.
User-Centered Information Architecture
The content was restructured into a clean, easy-to-navigate sitemap—optimizing usability across departments.
Template Design for Consistency
The team developed SharePoint templates for each content type, ensuring a repeatable structure while still allowing flexibility for different guideline formats.
Content Simplification
Outdated, verbose guidelines were streamlined into concise, “cliff note”-style content—improving clarity, usability, and adoption.
Results
The engagement culminated in the successful launch of BD’s new centralized Design System, now serving as the definitive source of branding truth across the organization.
By combining technical expertise with top-tier design capabilities, Definity helped BD unify its brand under one digital roof. The result: a modern, flexible, and scalable Design System that empowers BD teams to communicate with consistency, clarity, and confidence. The new CMS is a strategic asset that strengthens BD’s brand integrity worldwide.
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