Johnson & Johnson is one of the world’s most recognized healthcare companies — but recognition alone doesn’t fill a co-op program. To attract MBA interns into medical internship rotations, J&J needed a dedicated brand and digital presence that spoke directly to students without diluting the equity of the parent company.

247 Labs was engaged to craft that brand and build the website behind it, connecting one of healthcare’s biggest names with its next generation of talent.

Johnson & Johnson sought to engage MBA interns and attract them to co-op opportunities at the company, specifically targeting medical internship rotations.

The task was to develop a new brand that resonated with the J&J product lines while maintaining brand consistency and professionalism. That balance is harder than it sounds: the identity had to feel fresh and compelling to students weighing competing offers, yet remain unmistakably part of the established J&J family — with all the credibility that name carries in healthcare and pharma.

247 Labs meticulously crafted a new brand targeting medical internship rotations, built on a clean, professional design language aligned with the established J&J family of products. Every element — typography, layout, tone — was designed to feel both credible to the parent brand and relevant to the students it needed to reach.

The brand launched alongside a compelling website that gave Johnson & Johnson a purpose-built channel to connect with prospective candidates and present its co-op opportunities effectively.

The new brand and website changed how J&J’s co-op program reached and converted its target candidates. For a company of J&J’s scale, the win was strategic as much as numerical: a repeatable, on-brand channel for attracting the medical and business talent its programs depend on.