Kara Diggles

Brand Systems

Project Overview

During my tenure at Nordson MEDICAL, our team successfully integrated nine acquisitions into the Nordson MEDICAL brand. I played a central role in leading creative direction and brand governance, guiding acquired companies into a cohesive brand identity while maintaining continuity for customers and internal teams.

Role
Brand Strategy, Creative Direction, Messaging, Cross-Division Coordination
Scope
Nine acquisitions across three divisions: Fluid Components, Interventional Solutions, and Surgical Solutions
Goal
Seamlessly integrate acquired companies into the Nordson MEDICAL brand while protecting customer trust, brand equity, and operational continuity.

Challenges

Each acquisition came with its own brand identity, customer expectations, and marketing assets. This meant Nordson MEDICAL inherited a variety of design standards, tones of voice, and levels of collateral quality. The challenge was to unify these companies under the Nordson MEDICAL identity without disrupting sales or creating confusion for existing customers. Additionally, all brand work needed to align with Nordson Corporation's overarching guidelines while preserving Nordson MEDICAL's distinct positioning.

Solutions

I helped develop and implement a scalable brand system that supported both rapid integration and long-term consistency across divisions. This included establishing visual and messaging standards that could be applied across marketing materials, internal communications, and physical environments. Brand rollouts extended beyond collateral to employee-facing and facility touchpoints, including exterior and interior signage, conference room branding, business cards, email signatures, and employee swag, ensuring every interaction reflected the Nordson MEDICAL identity.

Nordson MEDICAL Brand Brochure
An internal brand overview brochure created to communicate Nordson MEDICAL brand standards, messaging, and visual guidelines to employees following acquisitions.
Acquisition Email Notification
An acquisition announcement communication written, designed, and distributed via HTML email to inform customers of brand transitions and any compliance or legal changes.
Acquisition Logo Evolution
A visual progression illustrating the transition from legacy branding to full Nordson MEDICAL branding to support brand recognition during a phased integration.
Email Signature Banner
Email signature banner created to communicate the transition of Halkey-Roberts into Nordson MEDICAL, emphasizing continuity and brand trust.
Nordson MEDICAL Brand Colors
A defined Nordson MEDICAL color palette including primary, secondary, and division-specific complementary colors to support consistent application across three divisions.
Nordson Values Posters
A set of Nordson MEDICAL core values posters designed for acquired facilities to reinforce shared culture and brand alignment.
Nordson Attributes Posters
A series of foundational attribute posters using locally inspired imagery to connect corporate brand principles with individual facility identities.

Outcome

Nine acquired brands were successfully transitioned under the Nordson MEDICAL umbrella, resulting in a cohesive, professional brand presence across all divisions. Customers and internal teams experienced clear and consistent transitions that strengthened confidence and minimized disruption during acquisition periods.

The systems and templates established during these integrations created a sustainable framework for future acquisitions, enabling faster onboarding and consistent execution. Collaboration with sales ensured updated branding was reflected immediately in customer-facing materials.

This work demonstrates my ability to lead complex brand systems that connect strategic business goals with creative execution while maintaining corporate alignment, divisional flexibility, and long-term brand equity.