Development of corporate identity and brand book for California diagnostic center Westpak

Client:

What is done:
Identity
Brandbook

Client

California Diagnostic Center in San Diego – a world leader in laboratory technologies.

Task

Our agency's design department, headed by the art director, was tasked with developing an innovative design solution within a tight timeframe. This solution was to create a new brand style that would not contradict existing associations. Our goal was to design a modern brand book that would clearly outline all the rules for using the company's new visual identity in the US market.

Stage 1

Development of a corporate style

At the beginning, we conducted a strategic session with the client and representatives of the American company's management. We carefully studied the client's vision and their technical assignment, relying on previous marketing research.
Our team sought to emphasize the company's authority and introduce new elements into the design system. Since the company has many years of experience and participates in international exhibitions, we wanted to create a visual image that reflected its experience and innovation.

The lead designer proposed several concepts that differed in content but equally accurately reflected the company's philosophy. A 3D model was created, which became the basis for future visual patterns and contour lines that reproduced the logic of a packaging box.

As Steve Jobs said: "Simple can be harder than complex." Therefore, we chose a concept of minimalism and a laconic design. It is flexible and allows you to create a variety of compositions based on a single element.

Stage 2

Creating a brand book

We gathered all the necessary information about the new style: color palette, logo usage rules, etc. The brand book consists of several sections:
- BRAND ASSETS
- BUSINESS PRINTING
- CORPORATE & SOUVENIR MATERIALS
- DIGITAL MATERIALS

In the main document, we detailed the company's values, goals, and philosophy. The designer developed all the specifications for using the logo. In the sections dedicated to business printing, corporate and souvenir materials, the use of visual identity elements is described in detail.
This document will be a reliable guide for everyone who works with the brand.

Result

As a result of almost six months of work, we created a large-scale international brand book. The new visual identity of the brand is universal and can be effectively used in different parts of the world.

For the Rubarb Agency design team, it was a great honor to bring to life the creative idea for such a large international player as Westpak USA.