ICTR by Tomatdesign for ICTR

ICTR

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Industry Health & Pharmaceuticals
Media Design & Branding
Market Russia
Agency Tomatdesign
Creative Director Andrey Tarakanov
Designer Denis Bashev
Released December 2011

Credits & Description

Category: Logo Design
Advertiser: ICTR
Product/Service: TOMOGRAPHIC RESEARCH
Agency: TOMATDESIGN
Creative Director: Andrey Tarakanov (Tomatdesign)
Strategic Manager: Farhad Kuchkarov (Tomatdesign)
Designer: Denis Bashev (Tomatdesign)
Technical Designer: Marina Vlasova (Tomatdesign)
Media placement: Corporate Identity - Office - December 2011 \ Till Today
Media placement: Stationary - Office - December 2011 \ Till Today

Describe the brief from the client
Our client belongs to the medical industry and specialises in tomographic research. Tomography as a business is an innovative type of service for the Russian market, and people always used to refer to it as an additional option of diagnostic procedures. The brief was to create identity that could improve understanding of the service, at the same time make our client stand out from the rest of medical institutions.

Describe the challenges and key objectives
The key objective of the project was to create a visual identity that would correspond to technical features of the product and, at the same time, reflect the essence of service that our client is providing. Furthermore, it was important to take into consideration specific characters of the medical industry in order to simplify the image and associations from the customers’ point of view: that is to make identity less medical and more consumer-friendly but still serious.

Describe how you arrived at the final design
Our idea is based on the main function of a tomographic machine - to show what is hidden from the human eye. So the identity is allowing viewer to see more than he is being able to. This concept had to be integrated into many different formats, including ambient, stationary, as well as advertising materials.

Give some indication of how successful the outcome was in the market
The identity did help the client to stand out from other medical institutions, and has resulted in a growth of interest from customers. Furthermore, the general concept has helped to minimise advertising expenses of the creative and image production during the launch campaign. The whole campaign could easily be transferred into different media, still communicating the brand essence. Finally, the ‘wow’ effect that it is creating, thanks to the unique solutions, has simplified the process of development of a new company.