BRAND BRIEF
MADE TO MATTER since 1929
barco background
For Barco, caring for the people who care for others, is the beating heart behind everything we do for nearly a century. Since the begining, Barco has been commited to making modern apparel for the Healthcare professional. Innovative design and fabrication has always been part of the Barco DNA and we aim reclaim our groundbreaking position in this arena. The photography and copy direction re-establishes Barco’s position as the pioneer and leader of design innovation in the healthcare apparel industry. The images and “voice” takes a fashion- forward approach for the modern medical professional and recruits new loyalists by re-establishing desirability and awareness.
barco begins Founded by Morris Barker in 1929, to provide uniforms for beauty and residential professionals. Kenneth Donner takes the reins in1936, bringing a fashion-forward approach, with innovative fabrics & designs and gains national attention with the “110 Dress”. Burgening starlets and models appear in ad campaigns that premier in fashion publications to appeal to the modern medical professional.
SERIOUS SCRUBS
FROM THE PEOPLE WHO INVENTED THEM.
barco because Since it’s re-creation by Kenneth Donner in 1936, Barco established a design philosophy centered on creating design-led uniforms for the Healthcare professional. With an uncompromising commitment to delivering innovative and original products, it fuses exceptional design, quality and value. Today Barco is highly a respected, prominent brand in the medical apparel industry. Its philosophy of holding creativity and craftmanship at it’s core will guide Barco through the twenty-first century. The Barco customer looks for original and directional design with a strong focus on detail and quality - they expect impeccable service across all channels. Barco also has great pride in being the first to showcase groundbreaking fashion and function, using models and starlets of the day to premiere their products in fashion publication, gaining national attention in this arena. We are commited to reviving these roots and reclaiming Barco’s rightful place - it’s ours for the taking because we are the original and still are!
FABRIC
FUNCTION
Barco’s trail-blazing use of nylon meant that uniforms were easy to care for and didn’t need to be ironed.
As the first healthcare apparel company to create pant suits, Barco offers a welcome alternative to the traditional nurse’s dress.
We continue to develope the next generation of technical fabrics with performance attributes including, breathability, wicking and antimicrobial properties that are sustainable too!
FIT Offering one of the largest ranges of styles & silhouettes in the industry, makes Barco’s flattering fit, best-in-class.
In another revolutionary move, Barco offers tops and bottoms – for men and women – sold as seperates to accommodate a range of sizes and shapes - the forerunner of modern scrubs.
Our world-class design team is constantly creating new styles that are tested & approved by real healthcare professionals.
FASHION Pioneering fashion-forward colors and prints, Barco took the healthcare apparel industry by storm.
Keeping up with the latest & greatest, we were the first to capitalize on contemporary culture - partnering with Grey’s Anatomy & Skechers as well as, developing our own fahion-forward label, Barco One.
FASHION Pioneering fashion-forward colors and prints, Barco took the healthcare apparel industry by storm.
Keeping up with the latest & greatest, we were the first to capitalize on contemporary culture - partnering with Grey’s Anatomy & Skechers as well as, developing our own fahion-forward label, Barco One.
FABRIC Barco’s trail-blazing use of nylon meant that uniforms were easy to care for and didn’t need to be ironed.
We continue to develope the next generation of technical fabrics with performance attributes including, breathability, wicking and antimicrobial properties that are sustainable too!
FIT Offering one of the largest ranges of styles & silhouettes in the industry, makes Barco’s flattering fit, best-in-class.
In another revolutionary move, Barco offers tops and bottoms – for men and women – sold as seperates to accommodate a range of sizes and shapes the forerunner of modern scrubs.
FUNCTION As the first healthcare apparel company to create pant suits, Barco offers a welcome alternative to the traditional nurse’s dress.
Our world-class design team is constantly creating new styles that are tested and approved by real healthcare professionals.
barco’s back baby Culture: relevance to modern medical professional Curate: seasonal collections & capsules Collabs: buzz-worthy brands & as a licensee Concept: Story-telling campaigns that showcase the product and highlight real healthcare heros who wear it.
key concept components Relevance to what “they” care about Simple, direct messaging - easy to understand Partner with target audience brands Themed launches, releases & limited editions - Skechers
SHOP LIMITED EDITION CAPSULE
SKECHERS X BARCO
SHOP BARCO ONE
barco brands
SHOP SKECHERS
Grey’s Anatomy by Barco Barco One Skechers by Barco
COLOR YOUR WORLD
barco bonds The Healthcare professional cares as much about their apperance as any other professional, so we are perfectly perfectly poised to be their go-to brand. It’s the smart, stylish choice that is also socially conscious. This consumer is very much aware of what’s in fashion and wants to be in the know. The clear confluence of today’s trends and this audience’s hunger for them, makes doubling-down on this fashion forward direction, a smart strategic approach to connecting them to the overall brand in a cool and culturally relevant way.
barco behind the scenes
Barco is the only Healthcare apparel brand to employ an in-house product development team. Our designers bring a wealth of experience, having worked for some of the most iconic brands on the globe, including Levis, Bebe and Roxy. As the leader in innovative design and cutting-edge textile development for almost a century, Barco continues to be best-in-class. Tested by, real healthcare professionals before being put into production ensures that our brands feel and perform as good as they look.
barco brigade Our ambassador program puts a spotlight on our brands by empowering them to share products in more personalized and authentic ways. We don’t need millions of followers, but we should have a solid strategy in place that helps this team to build relationships, drive awareness and engage more effectively.
barco as benefactor Our Nightingales Foundation is committed to elevating the images of nursing and honoring the courageous hearts of nurses by focusing our philanthropic efforts on helping children around the world. Few brands have connected giving to areas that improve their long-term competitive advantage like Barco has, but we must systematically apply this distinctive strength to maximize the social and economic value created by our context-focused approach. We need to communicate more effectively to the communities in which we operate.
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