Role
Creative Director | Principal Designer
Creative Director | Principal Designer
Function
Creative Direction | Environmental Signage | Design
Creative Direction | Environmental Signage | Design
Objective
Refreshed and expanded the brand identity of an established medical technology company across its main and multiple subsidiary divisions, creating a cohesive visual architecture that could scale across digital, print, and physical retail environments.
Refreshed and expanded the brand identity of an established medical technology company across its main and multiple subsidiary divisions, creating a cohesive visual architecture that could scale across digital, print, and physical retail environments.
Photobiotech was a manufacturer of laser phototherapy equipment focused on advancing diagnostic and treatment technologies in clinical practice. As an established company expanding its reach across multiple offshoots and product lines, the brand needed a visual system flexible enough to support a growing family of subsidiary identities while maintaining the authority and integrity of the parent brand.
The engagement covered the full brand ecosystem. The primary logo was refined and multiple subsidiary marks were developed to create a coherent brand family, each distinct enough to serve its own division while remaining unmistakably connected to the parent identity. The visual architecture was then extended across website design, branded collateral, brochure kits, and templates built for ongoing internal use.
The work extended into physical space as well. Environmental signage was developed for a retail location, translating the brand into a real world customer environment where every touchpoint had to hold the same standard of quality and consistency as the digital and print work.
The result was a comprehensive brand system built to grow with the company, giving an established medical technology organization the visual infrastructure to expand confidently across clinical, retail, and digital environments simultaneously.
Creative Direction | Environmental Signage | Principal Design