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case study

HS Medical

the lifesaving brand

http://livingriver.eu/?cat=15 It’s safe here.

For HS Medical, a company that distributes AED defibrillators, we have prepared a completely new image. We started our work with a thorough competition analysis and strategy definition. The determinant of all visual ideas was the main assumption of the brand: “We make people feel safe here”, so inspiration by the “place” itself.

http://beccajcampbell.com/tag/cara-clark Scope: strategy, branding, copywriting, advertising materials, packaging, website

Client: HS Medical specializes in equipping companies and institutions with AED defibrillators

Website: hsmedical.pl

Behance: link

Color analysis.

The colors used by competing brands are red, blue and dark shades of green – conventionally associated with the AED color. When creating the character of HS Medical, we wanted to find a color niche. We decided to use dark navy blue in combination with magenta. Dark color, apart from its typical use in materials, appears as a blend in photos – contrasting with the pink square that always appears with the slogan. Such a strong contrast means that the locations presented in individual photos are “sealed” by HS Medical. The pink square is kind of like a “security certificate” for a place. The soft mint color calms the whole image and indicates a connection with the medical field.

 

BRAND PROMISE.

We are here to give you control over your safety
and energy to save lives

 

specialization

confidence

safety

energy

Moodboard WAYFINDING.

The safety of the place is the foundation of the whole idea for the image of HS Medical. Ms Anna Jany, president of the company, compared the need to equip a place with an AED to having a fire extinguisher. This, unlike a defibrillator, is present in almost every workplace. As many as 400,000 Europeans die each year from SCA (sudden cardiac arrest) who may be saved by having a defibrillator. When designing visual identification, we were looking for visual associations with the place, hence the moodbar for space markings and ECG reading

Sign semantics..

A horizontal line appears in the logo, which at some point “jumps” upwards thanks to the pink impulse. This is an association with an ECG reading as well as a reference to locating the defibrillator en route in a given space. Our pink square, which “shines” in the black sign, refers to the energy needed to save a life..

Brand tagline.

The letters “HS” in the company name originally referred to the AED brand (HeartSine). When developing the slogan, we wanted to find a deeper meaning of this abbreviation and use words starting with the letters “h” and “s”. Of course, in line with the main assumption of the brand – the safety of the place. This is how the first slogan was created: “Here it’s Safe” and finally changed to “it’s safe here”. The slogan always appears on a pink square and is a very important identification element. 

Pictograms.

Drawing pictograms are a distinctive element of branding. They were prepared mainly for the visualization of the HS Medical brand offer. Bearing in mind the fact that they would be enlarged in advertising materials, we designed them with great detail.

Advertising materials.

In addition to job-related materials typical of branding, we have designed a significant amount of advertising materials for HS Medical. Most of them have the form of a square to refer to the logo and slogan. Photos of the locations that appear both on the covers and in the middle of the publication play an important role. Elements such as logos, company details, headers, and a square box with a slogan are always centered on each other.

Space branding.

HS Medical also offers a number of products related to space marking. We designed information boards and direction boards on a rotated square. In addition, we have prepared wrapping for the cabinets in which the AED defibrillator is stored.

Website.

Based on the extremely convenient CMS system: CRAFT CMS, we designed and implemented the website. Of course, the whole thing has been adapted to mobile devices. The website provides a significantly expanded form of product presentation, adapted to the nature of the information. In addition, we have prepared a custom module “SELECT AED” which is a product search engine according to the user’s needs. The photos used in the printed materials also appear on the page, always with a pink square and a tagline.

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