Bard Access Systems, Inc. Now BD Medical (Becton, Dickinson and Company)

Division Brand Refresh
Visual Design, Custom Product Photography, Website Redesign
Art Direction, Design Lead

Bard Access Systems, Inc. was a U.S. medical device manufacturer headquartered in Salt Lake City, Utah, specializing in vascular access technologies, the products hospitals use to deliver medications, fluids, nutrition, and chemotherapy directly into a patient’s bloodstream (PICCs, ports, catheters, infusion systems).

As Art Director, I led a full brand refresh for the Bard Access Systems division, repositioning the organization from a traditional clinical manufacturer to an innovation-driven healthcare technology leader. The initiative began with internal alignment and early teaser campaigns designed to build anticipation across sales teams, clinical educators, and distributors, creating awareness before the public rollout and preparing the organization to embrace a more progressive brand voice.

I directed the art direction and production of an entirely new library of custom product photography, moving away from sterile catalog imagery toward a more human, precision-focused aesthetic. We emphasized material detail, engineering craftsmanship, and clinical context, presenting devices not simply as medical components, but as thoughtfully designed tools that improve patient care and clinician confidence. The visual system balanced clinical credibility with modern design, helping healthcare professionals better understand the sophistication behind the technology.

The project culminated in a redesigned division website that transformed complex product information into a simple, intuitive experience. We organized content around real clinical workflows and use cases rather than internal product categories, allowing nurses, physicians, and procurement teams to quickly understand which solutions applied to their needs. The site also added a narrative layer, communicating the purpose and impact of the products, not just their specifications.

The Access Systems identity intentionally pushed beyond the visual conventions of other Bard divisions. While still aligned with corporate guidelines, we expanded the visual language with more modern color usage, refined typography, and stronger storytelling. The result was a brand that stood apart within the portfolio and positioned the division as an innovation leader, elevating perception and helping the products feel as advanced as the engineering behind them.