Problem

Alpha Technologies is a 35-year old company whose powering products are widely used in the communications, cable television, and data networks industries worldwide. Anecdotal evidence suggests that customers have a higher recognition of the Alpha products they use than of the Alpha corporate brand. To facilitate growth and expansion into other markets, Alpha is seeking to elevate recognition of its corporate brand.

Solution
By focusing on the four pillars of Alpha’s product development strategy — RELIABILITY, EFFICIENCY, INTELLIGENCE, SUSTAINABILITY — create an icon system that communicates the company’s new product development platform in a simple, clear fashion.

Role: designer

Problem
Herbalife’s corporate identity consists of a typographic wordmark and the tri-leaf symbol that are highly recognized around the world. Recently, the company has seen rapid growth of employees and number of products, necessitating the development of new strategic plans to manage the changes. The time company’s internal Global Creative team began an extensive audit all brand assets, including the logo, which they felt was difficult to use. When used in extremely large applications, such as building signage, the widely letterspaced wordmark was difficult to read. In very small applications, such as packaging, the letterforms and symbol posed printing problems.

Solution
Redraw the wordmark and symbol to bring harmony and readability to all the elements.

Role: designer/typographer

]]> http://www.lewrakowsky.com/work/herbalife-logo-re-harmonization/feed http://www.lewrakowsky.com/work/analytical-ventura-logo http://www.lewrakowsky.com/work/analytical-ventura-logo#comments Tue, 06 Apr 2010 00:16:48 +0000 lew http://www.lewrakowsky.com/?p=479 Analytical Ventura Logo

Problem
Analytical Ventura is a small, privately-held analytical laboratory that set out to make analytical capabilities of the major biotech companies also available to small- and medium-sized firms.

Solution
A new identity was developed to help position Analytical Ventura as a credible partner.

Role: designer

Problem
Coppervale is a start-up consulting enterprise that offers comprehensive renewable energy and conservation strategies for clients worldwide. In this highly-competitive market, Coppervale quickly needed to build awareness of its existence.

Solution
Create an unique identity, develop a message architecture and launch an online presence
anchored in issues and needs common to global professionals and their organizations.

Role: creative director, strategist and designer
Credit: in collaboration with Tom Devine

Problem
CAAU coordinates local support of many development projects in Ukraine, including education, culture, health care and politics. The organization’s efforts have evolved from offering much-needed relief during the post-Soviet period to investing in projects that will have long-lasting impact.

Solution
Create a new identity to reflect a more sophisticated approach to philanthropy.
Develop a communication strategy to reach more potential contributors.

Role: creative director and designer

Problem
In 2005, Enbrel became a market leader, less than one year after launching. The upcoming annual meeting of the American Academy of Dermatology (AAD) would be an opportunity to share this news. So, how do you translate market leadership in an exhibit space?

Solution
Create a total experience for attendees.

Role: creative director
Credit: in collaboration with Access TCA, Ark Media and Bensussen Deutsch & Associates.

Problem
Denosumab is a investigational drug that has the potential of transforming osteoporosis treatment. Though FDA approval was still years away, Amgen wished to raise awareness in the medical community about this novel molecule.

Solution
Create an exhibit at the annual meeting of the American Society of Bone and
Mineral Research (ASBMR) to share the latest scientific understanding of the
disease pathway in which denosumab plays a critical role.

Role: creative director and strategist
Credit: in collaboration with Access TCA, Hornall Anderson and CDM

Problem
Sensipar is an important medicine for kidney dialysis patients who suffer from a serious metabolic disorder. With FDA approval anticipated soon, the Sensipar brand team knew it was critical to prepare the sales team appropriately so that they are energized and confident to sell Sensipar.

Solution
The launch was divided into three meetings. Two training meetings, for managers
and sales reps respectively, were held in advance so that the sales teams would
arrive at the launch meeting prepared, confident, and excited.

Role: design director
Credit: in collaboration with Jack Morton Worldwide and Hamagami/Carroll

Problem
Amgen’s supportive care products changed oncology practice. But newly-diagnosed cancer patients need access to more than just medicine. How do you give them the information they need?

Solution
Design a starter kit that provides patients and their caregivers with tools and resources to help them through their treatment journey.

Role: Design director
Credit: in collaboration with Bensussen Deutsch & Associates. Illustrations by Nicholas Wilton.

Problem
As Amgen’s commercial oncology product portfolio grew, its medical education, corporate licensing and other non-promotional programs lacked a coordinated strategy to keep pace. The materials looked fragmented and confusing, and did not leverage any of the brand’s equity.

Solution
Create a unified design system with clear guidelines, proprietary art assets and
turn-key templates.

Role: Design director
Credit: in collaboration with Hamagami/Carroll