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The goal with the 2015 Annual Report was to set the stage for new corporate branding. The idea was to illustrate Cepheid innovation with a human touch.
The approach was to create the concept for the annual report that could then branch out and be utilized in a variety of ways going forward. Images of patients and healthcare providers were linked with Cepheid technology providing a connection to the patient.
The annual report ended up forming the cornerstone for a facelift for Cepheid branding, branching into booth graphics, corporate ads and campaigns. It has been widely embraced worldwide.