Coloplast Charter
“Reliable ordering and delivery of stoma, continence and bowel products.”
Coloplast is a global healthcare company that develops products and services in ostomy, urology and continence care, plus wound and skin care. With innovation at its heart, Coloplast supports healthcare professionals and patients across a wide range of personal medical needs.
Its mission is to help people live more comfortably and confidently every day, while helping healthcare professionals support patients’ ongoing care needs.
Coloplast Charter needed to better communicate the full scope of its service – and its impact – to both patients and healthcare professionals. These two audiences have very different motivations and levels of medical understanding.
Ostomy patients face many challenges in their day to day lives, and it’s important for the brand to demonstrate both understanding and empathy. Messaging must be clear, sensitive and consistent, as well as help Charter stand out in the market.
For patients, Coloplast offers dignity, independence and reassurance. For healthcare professionals, the brand provides a valuable resource for care advice and tailored products.
With complex product ranges and clinical detail to navigate, Coloplast needed a way to express all of that – with clarity, empathy and a standout visual style.
Speed led a brand refresh to bring in more clarity, a stronger emotional connection with patients and more consistent communications. The updated brand approach landed with real impact. Following the roll-out, 91% of patients said they would recommend Charter to others. The client took this to be a powerful endorsement of both the service and how it’s communicated.
Following the success of the new creative direction, Charter continues to partner with Speed across multiple campaigns and communication challenges.
Internally, the new approach has also given teams a consistent framework to work from. That means greater brand cohesion, quicker asset creation and more confidence in how to tell Coloplast’s story is told – both externally and within the organisation.
A key part of our approach was to separate the messaging for the two core audiences. We shaped two tailored communication directions – one for healthcare professionals, focused on clinical benefits and professional trust; and one for patients, grounded in empathy, reassurance and real-life support.
To strike the right tone for each, we ran brand messaging workshops to understand the pain points, practical needs and emotional motivators. We explored how language, tone and visuals could support a more authentic, relatable experience.
We then brought the brand to life through original photography, directing a full shoot that featured real people in a credible setting. Speed managed every detail: casting, securing a real medical location, leading art direction on set and post-shoot editing to deliver a versatile image library.
A big focus was to avoid anything that felt staged or overly clinical. The final assets showcase warm, genuine interaction between patients and carers, and well representing the diversity of both end-users and professionals.
By creating this rich library of images, we were ready to create a full suite of campaign and support materials – including a detailed sales aid to help healthcare professionals explain the benefits of the Charter service to their patients.
Alongside this, we developed supporting communications for digital and print channels – bringing consistency at every touchpoint, from GP surgeries to online ordering journeys.
Our approach focused on building trust through authenticity. By tailoring the messaging to each audience and grounding it in lived experience, we created communications that felt both relevant and emotionally resonant.
The photography played a central role in shifting perception. Rather than using generic or clinical stock images, we invested in original content that reflected the everyday realities of care. This helped position Charter as a brand that truly understands the people it serves.
The flexible visual and messaging system allowed us to deliver consistency across multiple formats and channels. Whether in a GP surgery, on an ordering page, or in a printed support guide, the brand now feels aligned, human, and credible at every touchpoint.
What We Delivered
‘Working with Speed is like an extension of the marketing team. The creativity and fresh thinking, supported by a practical ‘can-do’ approach, means campaigns not only look good and impactful, but also get delivered in plenty of time. Together, we achieve what we set out to do–and more!
- Karla Sloggett — Marketing Manager
