AGD Biomedical is a leader in the diagnostics industry. Over the past 20 years, it has established itself as the best-in-class solutions provider. They have been manufacturing world-class diagnostics machinery and reagents for research and diagnostics. Their clientele includes most of the respected laboratories and hospitals throughout India and abroad. Despite having an excellent customer satisfaction record, the organization realized the need for rebranding the company as they were on the threshold of growth. It was now or never as the world-market was lucrative. But the brand perception did not stand up to the expectation. AGD was in need of compelling company branding. It was time to give AGD a brand presence that emphasized their passion to excel and wanted to differentiate the brand from its competitors.