Specializing in advanced inhalation technology for respiratory health, HCMedi is an innovative medical device and solution provider targeting the B2B market. The company needed a new CI system to interpret its core value – Driving Inhalation Forward. CRE8 was appointed to design the company logo and marketing collateral as well as the key visuals for its trade show displays.
People tend to have a stereotypical image imposed upon a medical/pharmaceutical company, which motivated the designers to really think beyond the conventional and make the corporate branding stand out. The client also wanted the CI system to be infused with hope, positiveness and professionalism. How to embody the abstract thinking became the foremost mission.
Cleverly using negative space to form the letter “H” which stands for Health, the four arrows represent HCMedi’s multi-directional, progressive, and forward spirit. The color red portrays passion and energy; while the grey balances the logo with trust and sophistication.
MARKETING COLLATERAL AND BOOTH DESIGN
To deliver HCMedi’s brand message – aim high, CRE8’s branding team came up with a strategy by assembling multiple layers of triangles to symbolize soaring mountains. The geometric elements can be easily applied to all marketing collateral including booth design at trade shows to keep the branding language consistent across all promotional channels.