Metaphorical Iconography

This B2B ad for a leading lab services supplier helped them relaunch and modernize their reputation. The established equity of the logo icon and red branding was elevated into a modern, futuristic style. The roughly circular logo was used as a metaphorical portal into a whole new world of service.

This was also a chance for me to help lead a full-day positioning workshop and develop the creative strategic platform for a company that had not previously gone through that sort of rigorous self-analysis and purposeful reimagined what it could be. We went through current customer beliefs and behaviors and desired ones. We explored how to differentiate from the competition in a credible, own able way. The positioning is shown below and the creative that came out of it is shown above.

This is the intellectual property of CALCIUM USA and LabConnect.