Darena Solutions Med Tech Branding System
Situation
Darena Solutions is a B2B medical technology company. They had a half-finished brand concept and a rapidly growing product. A lack of cohesion when it came to brand strategy and identity was leaving clients confused as they moved between their successful main product line and corporate brand. With the imminent launch of another product, a robust brand strategy with support for multiple cohesive sub-branded product lines was sorely needed.
Task
Refine and complete Darena Solutions’ current mascot, logo, and logotype.
Create a unifying style guide and identity for Darena Solutions’ corporate branding and sub-brands for product lines.
Define sub-branding for the existing successful product and define rules for creating further sub-brands for future product lines.
Deliver an asset library packaged for immediate deployment, ready for future expansion, and internal use.
Action
The current corporate brand image mascot was refined and given a clear story and identity. This was then used to influence and improve the existing marks and logotype. A library of ready-to-use design assets was quickly created for immediate deployment. A single-source-of-truth design system vector file was created and handed off for internal use as the company expanded into new channels and media.
A unifying style guide was created, defining logo and logotype variants, best practices, color palettes, typography, iconography, and a further expanded library of digital assets for use in a variety of marketing channels and mediums. Then a system for brand/sub-brand expansion was added and delivered along with editable core assets, thus future-proofing the work and allowing it to be extended indefinitely.
Result
With a clear brand identity and a design system able to support its products now and in the future, Darena Solutions is ready to serve multiple markets efficiently. Established goodwill and trust built with their primary product now easily transfers to their corporate brand and other product offerings. Ultimately, the return on investment is in reduced marketing costs across all brand iterations, while retaining quality, and getting more “bang for your buck” from marketing spend, now and in the future.
