The task
The company runs two medical brands, Medstal and MediciNoff. Without clear roles they confused the audience and ate each other's attention: whose territory is whose, and why are there two marks at all. The job was to separate the roles while keeping the sense of one team behind both.
The approach
Brand platform first: what each mark says, to whom, where the border between them runs, what they share. Identity second: the visual languages differ enough that the brands never blur, and match enough that one ecosystem reads through.
What we did
Brand platform. Roles, audiences and messages for each brand, and the logic of why there are two.
Two identities. Distinct visual languages on a shared foundation: a system of differences and a system of kinship.
Ecosystem rules. How the brands look side by side — in documents, communications and shared applications.
The result
- each mark has its own territory and voice
- together they read as one ecosystem
- new applications assemble by the platform's rules
