Case Studies

Strategy-first creative that drives results.

Every project starts with a conversation—but not every conversation leads where clients expect. By asking the right questions and challenging assumptions, I uncover the real business problems behind the brief. These case studies show how strategic insight, creative direction, and a clear message can drive measurable outcomes—from brand overhauls to product launches to scalable marketing systems.

Below, you’ll find real examples of how I’ve helped companies reimagine their brand, align their teams, and connect with the audiences that matter.

Case Study 1: Transforming Global Branding for Zemplar

Infographic comparing the Zemplar branding process before and after the introduction of an interactive brand book, highlighting an 85% faster approval time and global adoption as a best practice.

Challenge

AbbVie’s global brand team for Zemplar, a medication for kidney patients, was overwhelmed with manual approvals. Every regional affiliate needed to submit materials for review, slowing down campaigns and increasing inconsistency across markets.

Solution

Carbon3Sixty created a first-of-its-kind Interactive Brand Book to streamline operations:

Strategic Content Architecture
  • Each page featured one core idea, making the content intuitive and easy to navigate.
  • Introductions like “What This Is” and “How to Use It” provided context and guidance.
Global Brand Governance Tools
  • Included pre-approved claims, downloadable graphics, templates, and FDA-supported data.
  • Differentiated between AbbVie corporate and Zemplar-specific branding rules.
Interactive Efficiency
  • Hyperlinked navigation allowed users to jump directly to needed content.
  • Templates and assets enabled self-service creation, dramatically reducing the need for global brand manager oversight.

Results

  • 85% + reduction in material development time
  • Stronger adherence to regulatory and brand standards
  • Mandated as a best practice across AbbVie brands
  • Recipient of the AbbVie President’s Award

Case Study 2: Reinventing a Legacy Brand for Growth

Challenge

Whitney Products, Inc., a multi-generational manufacturer of medical innovations, approached Carbon3Sixty for a new website. But in discovery sessions, we uncovered deeper opportunities. Their name and logo lacked clarity about what they did and who they served—an issue for a company entering competitive new markets.

Solution

I led a full rebranding effort that modernized and repositioned the company –

Brand Discovery

Through strategic questioning, we uncovered misalignment between the brand’s identity and its goals. This opened the door to broader transformation.

Name and Logo Redesign
  • Proposed a new name: Whitney Medical Solutions, clearly signaling their industry and innovation focus.
  • Created a clean, contemporary logo and a detailed style guide.
  • Culture Shift
    The rebrand sparked internal excitement and unity. Employees embraced the new identity, initiating brand-building efforts across signage, service touchpoints, and internal processes.

Results

  • The new brand aligned with business goals and catalyzed a company-wide mindset shift—positioning Whitney as a forward-thinking leader in the medical field.

Case Study 3: Launching a Product Line with Lasting Impact

Infographic showing the brand development journey for eShield during COVID-19, including urgent product need, brand creation, sales outcome, and client satisfaction.

Challenge

After rebranding Whitney Medical Solutions, Carbon3Sixty was asked to develop a brand identity and launch strategy for a new sterile solution: a low-cost, sealable bag that allows surgeons to safely use digital devices in the operating room.

Solution

We delivered a comprehensive go-to-market strategy, launching the eShield brand:

Brand Identity
  • Named the product eShield with the tagline: “The Sterile Solution for a Digital O.R.”
  • Designed a logo with a recognizable shield motif and developed full brand assets, including business cards, packaging, and collateral.
  • Marketing Launch Kit
  • Created sales materials, trade show displays, digital ads, press releases, and an informative website.
Brand Family Expansion

During COVID-19, we extended the brand to serve a broader market:

  • eShield Medical™ (green logo) targeted hospitals.
  • eShield Stay-Clean Covers™ (orange logo) served first responders, food service, and dental care.
  • Each sub-brand had tailored icons for tablets, phones, or keyboards.

Results

  • The branding drove strong market differentiation and business results across multiple sectors.

 

“ Their work led to a very significant increase in sales for us. They have a good strategic focus—not just on the next step, but where you’re trying to go.”

— Steve Whitney, President, Whitney Medical Solutions

Case Study 4: Building a Bold Brand for A2-Ai

Challenge

A2-Ai, a startup specializing in advanced mathematical modeling for drug development, needed a brand identity that would establish credibility and reflect its scientific expertise. The CEO, referred to Carbon3Sixty by a longtime client, wanted the brand to reference the company’s roots at the University of Michigan, including the iconic blue and yellow color palette.

Solution

Carbon3Sixty developed a strategic, scalable brand identity from the ground up –

Strategic Naming & Logo Development

  • We clarified the meaning behind the company’s name:
  • “A2” honors Ann Arbor, Michigan.
  • “Ai” stands for analytic intelligence.
    The final logo design struck a balance between academic prestige and forward-looking innovation.
Robust Brand Toolkit

Delivered a complete suite of branded assets:

  • Logo library and style guide
  • Capabilities deck and sales one-sheet
  • LinkedIn header and branded virtual backgrounds
  • Business cards and a website concept
Successful Launch

A2-Ai debuted its brand at a major industry event, receiving enthusiastic feedback and establishing a professional presence from day one.

Results

  • The brand positioned A2-Ai as a trusted, sophisticated player in pharmaceutical analytics.

 

“You rock!”
— Sunny Chapel, PhD – President & CEO, A2-Ai

Helping brands cut through the noise with clarity, creativity, and purpose.

© 2025 Gary Carbon. Let’s build what’s next.

Contact

  • 773.213.6270
  • Gary@garycarboncreative.com