BRAND MANNERS: Untwisting Complexity in Life Sciences and Healthcare.
The project’s first phase was to name and visually brand two new companies. The second phase takes place once construction of a new seven-floor building has been completed and the branding can be continued into the interior architecture in 2019.
With extensive experience and degrees in both law and medicine, the founder is uniquely positioned to lead a team that will grow close to one hundred experts in the healthcare and life sciences arena. I wanted to service this focused positioning with a spectacular brand language.
After I assembled nearly two-hundred names. HELIX was the most appropriate to the business, described by its tag-line, “Untwisting Complexity In Life Sciences and Healthcare.” The name VESTEX was chosen for the second company in the business of venture capital.
For the visual element I chose the Coxeter Helix, a tetrahelix with outstanding visual potential and power. Every part of the visual identity uses the element designed using this helix as its source. This is the client’s core branding.
For HELIX and VESTEX I configured the helices into humanist forms, that would remain faithful to their wide and deep meanings as well as their visual excitement and flair. The helix element is scalable, enabling massive roll-out into architectural applications.
What the client has gained is an alphabet — a language — that can scale into a virtually limitless library of ideas and imagery that integrates into environments, services, and products for years to come.
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