Brief
Esculab, a medical laboratory brand, was looking for a new visual identity — one that would highlight the connection between our inner and outer worlds, thus, emphasizing the importance of medical analyses.
Solution
Let's face the truth: we often overlook the small things until we understand their impact on something larger — like our lives. That’s why Esculab medical laboratory became a bridge between the micro and macro worlds within the human body. Firstly, using AI, Bickerstaff.786 and I create "micro" versions of all the visuals we use, placing them inside a lens-shaped Esculab logo. Secondly, through procedurally generated geometric patterns, we link the macro and micro worlds together, showing how they influence one another. If that’s too complicated, just take a look inside our case study.
The cross-media approach reached approximately 3 million people, with a frequency of 3, specifically targeting about 2 million women aged 25-45. This significantly boosted brand awareness and achieved remarkable coverage. Additionally, our new AI-powered workflow saved at least two months in production time.
My role: Graphic Design, Generative Graphics, use of AI
Credits
- Bickerstaff.574
- Creative director: Illia Anufriienko
- Art Directors: Oleksandra Spasova, Polina Blyzniuk
- Graphic/Motion Designers: Liza Popova, Elizabeth Bilohub, Oleh Shava
- Copywriter/Creative prompt engineering: Vlad Minchev
- Senior Project Manager: Hanna Oryshchenko
- Head of strategy: Serhii Lizunov
- Strategist: Masha Kochurenko
- Esculab
- CMO Esculab: Anna Konyk
