Wako Diagnostics
Agency
RDC Integrated Marketing
Roles
- art direction
- identity design
- graphic design
- photography
- copywriting
Period
2002–2003
Continuing an industrial & scientific legacy
A curved element represents a graph of test results in the logo for the LiBASys diagnostic instrument
In the process of growth, Wako Diagnostics sought to establish a house brand differentiated from that of their corporate parent, Wako Chemicals USA, Inc., itself a subsidiary of Wako Pure Chemical Industries, Ltd. in Japan. As a manufacturer of laboratory reagents, Wako Diagnostics needed its brand to convey reliability and a process of continuous innovation building on its Japanese parent’s rich, 80-year legacy.
While Art Director at RDC Integrated Marketing, I implemented two prongs of Wako Diagnostics’ visual branding: corporate identity materials, and corporate and product-centered integrated marketing campaigns. All visual materials were unified by the primary brand color and the type families FF Scala Sans and FF Scala Serif, chosen for their academic voice and contemporary, rationalist construction.
In addition to creative ideation, headline copywriting, and design execution, I had the opportunity to stage and shoot original photography for all deliverables produced.
Cover and spreads from a saddle-stitched corporate brochure. “Molecule” diagrams are composed of the interconnected names of company divisions, products, and services.
Trade show mailer with perforated survey card
Four-panel, roll-fold product brochure with perforated, self-mailing response card
Print ads
Corporate stationery
Mailer inviting dignitaries to the opening of a new production facility, personalized with commissioned calligraphy. Embossing and duplexed, columned paper deliver a fine, tactile finish.