When you start a business, you think about possible failure – but the biggest challenges stem from success. When you are growing fast, taking on new markets… that’s when you should think.
Siplus (that is, “see more”) is the brainchild of brothers Paolo and Angelo Bernasconi, one an ophthalmologist and the other an engineer. They began by creating a complete suite of software for ophthalmology practices, EyeSoft, that automates and controls every step from first visit to final billing.
EyeSoft was a great success: professional practices large and small across Switzerland use it to streamline and sharpen their business processes. So the brothers expanded their portfolio with software for medical practices, engineering, and project management.
Clearly, Siplus was no longer just an ophthalmology company. The challenge it brought to Ander Group was to frame a branding strategy that gives each product its own presence in its specific market, while maintaining the company’s position as a single trusted source.
Our response was a logo and related color themes that link each product clearly to Siplus while giving it an autonomous look. Potential complexity becomes flexibility, where even future products fit easily into the branding scheme.
Siplus is an example of simplexity: the way a complex business situation can be resolved by good design into a clear, open space – freeing you to imagine, to create, and to grow.
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