CEED Creative : Brand Strategy & Design

We had the pleasure of working with a new healthcare client Diagnovus on their ground-breaking new product that enables patients with life-threatening diseases to use the details of their DNA to better fight their afflictions. It’s always inspiring to have the opportunity to solve design and brand problems around such a special concept. The ramifications of what Diagnovus is offering with their product has the potential to save many people’s lives and also uses technology in amazing new ways that push the boundaries of Science.

We were asked to design a new website, packaging graphics, illustration and were also responsible for brand naming and logo design.

The name drew it’s inspiration from the underlying value of the product Diagnovus is crafting which educates patients and equips them to face their ailments head on with knowledge and confidence. The double entendre came from looking at how the information is delivered. Patients who take advantage of Diagnovus’ service receive an assay report that plots their projected responses to different treatment plans based uniquely on their DNA structure. This gauging of efficacy was tied into the convention when the name “ENGAUGE™” was imagined and was approved for the official product name.

“I felt it was important to convey a positive, head-on message in the brand name as well as to communicate a sense of what the product does in gauging a patient’s respective abilities to respond to treatment with their DNA with this product name”, said CEED Creative owner and brand strategist Phillip Maddox.

The logo concept was born from the physical product that most patients will know ENGAUGE™ for which is the assay. The assay should be represented by a line chart that projects treatment plausibility for a certain DNA and is represented in the mark by 3 intersecting lines which culminate over the “U” to reinforce the individual. This was also the motivation behind the slight color shift in the “U” of the logo as well.

The type treatment for “ENGAUGE” was chosen to be timeless, legible at small scales for social media and strong while the product specifier that follows incorporates a ragged-left arrangement in an italicized serif, Hoefler Text, that adds a layer of professionalism and grace to the logo.

We knew after meeting with the client that their pipeline called for various iterations of this product so the design followed suit and Phillip came up with a strategy that would keep cost low and reinforce brand equity by using the specifier line below the main brand logotype to describe what the product variation is. This enables a quick, standardized method of adding new versions of the logo as new products are released under the brand name.

“This style of monolithic brand architecture made the most sense for the company’s mission and strategy and will provide the most scalability while avoiding costly rebranding or redesigning in the future.”, said Phillip.

The website for Diagnovus can be found here: Diagnovus.com