Life sciences is an academic, research-based industry. Within that, the space of clinical research is even more complex.
After multiple attempts at branding and rebranding, Otherness was presented with the opportunity to bring the Medable brand to life and establish the company as a trailblazer in the technology space.
Medable's previous design toolkit was both limiting and fundamentally miscommunicated the product and offer. Naturally, this lead to misdirection and confusion. The toolkit involved a complex grid system, and assets that didn’t translate across digital, print, and in-person landscapes. The framework was high-effort, low-reward for the internal design team and external partners.
We needed to take a design system that wasn't robust, conceptual, or strategic enough and align it with the Medable vision and trailblazer positioning.
Taking best practices from leading household brands such as Apple and Beats by Dre and cues from standout refreshes in traditionally stagnant industries like Rimowa, we created a premium design experience anchored in lifestyle.
The result? Medable clearly stands out as an elegant and user-friendly solution in a world of over-complicated processes. And for the marketing and internal teams, we have created a modular, adaptable, and deep resource that allows for incredible range while keeping the Medable spirit.
Services: Brand positioning, brand identity, creative direction
Aishah Mulkey, Harris Hatzimpaloglou, Luís Sousa Teixeira, Michael Nelson, Nicole Archuleta, Nora Volger, Raza Khan, Rhea Handy, Stephanie Young and many others.
The Medable photo style brings in a subtly-warm colour palette, and a delicate blend of lifestyle and depictions of researchers and remote work.
Scenes focused on themes of calm simplicity and making sure that depicting the life of a researcher was accurate.
We brought our brand into the world of tech using abstract imagery inspired by fiberglass, light, and energy, rather than previous images from biological sciences like moss or cell cultures.