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At the very early stage of the project it became obvious, that the new, restyled identity had to capture a dynamic brand culture with the technological edge, at the same time providing the target group with a confident and bold brand image and differentiating from comptetitors.
The self-evident metaphor for the product – a mitochondrium (an organella responsible for energy production) seemed a good design solution, but was lacking dynamics and the technological edge essential for the strategic needs of the brand. Only combing those two in an abstract symbol met the expectations.
As the international medical trade fair was approaching, the whole gamut of brand communications (from business cards to exhibition stands) had to be designed and produced literally asap. The success of the project would not be possible without the support of the project coordinators on Emed's side (Ms. Aneta Gadomska & Malgorzata Seruga) and Foxrabbit Designers (responsible for DTP).