ABBOTT UMBRELLA BRAND | TOXICOLOGY BUSINESS
Keep scrolling to see the creative evolution.
This was a unique opportunity to rebrand a forensics business acquired by Abbott. After a discovery session and presenting moodboards to our UK client, I narrowed down the visual identity to feature an unexpected, stylized design in the sterile medical space.
Molly Watson, Art Director
Chris Melander, Creative Director
Rachel Bloom, Sr. Copywriter
Cliff Nau, Marketing Manager
Mallory Seifert, Sr. Account Manager
Our client wanted a visual identity that illustrates Ascertain Forensics’ comprehensive testing services. Something distinct and strong to stand out against lab competitors. Our goal was to characterize high-quality innovation in a visual landscape. The system was built to be bold with contrasting color, chunky typography, vibrant photography, and precise line graphics.
THE COLOR THEORY
The brand colors are based on an established method in forensics: chromatography — a laboratory technique for the separation of a mixture into its components. Free-form and mesh gradients give the design materials a unique look that pays tribute to the science behind forensics.