CHALLENGE

Roche ID, renowned for its broad portfolio in infectious diseases diagnostics, faced the challenge of unifying its brand under a cohesive visual identity. This new identity needed to resonate across diverse product lines while maintaining the distinctiveness of each portfolio. The challenge was to ensure that the new visual identity could communicate effectively and harmoniously within the company’s overarching corporate guidelines.

INSIGHT

Understanding that the infectious diseases market is complex and often perceived as obscure, Roche ID embraced the concept of “lighting the way forward.” This notion reflects the company’s role in clarifying and navigating the intricate landscape of infectious diseases. It acknowledges the challenges such as asymptomatic transmission and global outbreaks, positioning Roche ID as a beacon of innovation and clarity in a field that can seem daunting and unpredictable.

SOLUTION

Roche ID developed a visual identity that not only adheres to the Roche corporate guidelines but also enhances each product's unique attributes. The visual concept was realized through an innovative illustration set in a park, where each of the seven portfolios is represented by individuals engaging in everyday activities, each highlighted by sun rays in a dynamic, rotating focus. This method effectively communicates the unique aspects of each portfolio while reinforcing the unity of the brand. The sunlight metaphor in the park scene not only draws attention to each specific area but also symbolizes Roche ID's commitment to illuminating the path to better health outcomes in the infectious diseases domain, making the unseen seen, and guiding stakeholders towards a brighter future.