Graduation Project- Branding for MECVIZ by Roma Rupani

Graduation Report 2013 | MAEERâ&#x20AC;&#x2122;s MIT Institute of Design Roma S. Rupani | Branding for Medical Device Company

MAEERâ&#x20AC;&#x2122;s

MIT INSTITUE OF DESIGN

Graduation Project 2013 Branding for Medical Device Company MECVIZ

Sponsor LUMIUM | Innovations Student

Roma S. Rupani

Communication Design (Graphic Design) Industry Guide

Faculty Guide

Ms. Rolland Varghese Prof. Ranajana Dani

The Graduation Project Evaluation Jury recommends ROMA S. RUPANI to be awarded the Graduation Degree of the MIT Institute of Design, Pune IN COMMUNICATION DESIGN (GRAPHIC DESIGN) herewith, for the project titled “BRANDING FOR A MEDICAL DEVICE COMPANY- MECVIZ” MEMBERS NAME

MAEER’s

MIT INSTITUE OF DESIGN

GRADUATION PROJECT 2013 PROGRAMME: UNDERGRADUATE PROGRAMME

Rolland Varghese

LUMIUM Innovations

Industrial Mentor

Ranjana Dani

MIT-ID

Faculty Guide

Paresh Choudhury

MIT-ID

Jury- Chair Person

Sham Patil

MIT-ID

Jury Member

on fulfilling the further requirements by * (* Subsequent remarks regarding fulfilling the requirements : )

Acknowledgement I would like to take this opportunity to thank LUMIUM Innovations for offering this project. It has been a great opportunity to gain lot of experience in real time projects at LUMIUM Innovations, followed by the knowledge of how to actually design and analyze real projects. I am grateful to LUMIUM Innovations for providing me with a good environment and facilities to complete this project. I am grateful to my faculty guide Prof. Ranjana Dani for her invaluable timely guidance and support throughout the project. I thank her for giving me important design inputs and making me to implement all my educational learningâ&#x20AC;&#x2122;s in this project. I would like to thanks my Industrial mentor Ms. Rolland Varghese for all the efforts she had put in to provide me guidance with lot of positive perspective and taught me things far more of my understanding. I thank her for her immense trust and confidence and allowing to me interact one on one with clients that helped to boost up my confidence. Heartfelt thanks to Dhiren, Roshni & Sagar for their continuous guidance, encouragement, and critics in the process became good friends. My thanks and appreciations also go to all my colleague in developing the project and people who have willingly helped me out with their abilities. I am grateful to my Parents for their love, support and blessings. To Ankush, Radha & Saurabh for their support which has always been my source of strength and inspiration. Last but not least I would like to thank MIT Institute of Design without which I would not have got this experience.

O1 SPONSOR 1.1 1.2 1.3 1.4

About Lumium Work Credentials Nature of Business Structure of Organisation

O4 BRAND POSITIONING 4.1 4.2 4.3 4.4

Target Audience Competitors Key Features Benefits

O2 PROJECT PROPOSAL 2.1 Project Summary 2.2 Duration 2.3 Design Methodology

O5 BRAND BUILDING 5.1 5.2 5.3 5.4 5.5 5.6

Brand Proposition Brand Personification Brand Assets Brand Differentation Core Essence Positioning Statement

O3 About Client 3.1 Area of Communication 3.2 Client Background 3.3 Client History

O6 VERBAL LANGUAGE 6.1 Brand Name 6.2 Tagline 6.3 Nomenclature

O7 VISUAL LANGUAGE 7.1 7.2 7.3 7.4 7.5

Mood Board Color Derivation Color Psychology Primary Color Palatte Secondary Color Palatte

10 FINAL CONCEPT 10.1 Graphic Signature 10.2 Visual Language 10.3 Stationary

O8 INITIAL CONCEPTS 8.1 The Word Mark 8.2 The Logo Mark 8.3 The Logo Type

11 Applications 11.1 11.2 11.3 11.4

Labels Brochures Website Flyer

O9 INTERMEDIATE CONCEPTS 9.1 9.2 9.3 9.4

Form Explorations Developing Identity Shortlisting Identity Identity Refinment

12 PROJECT CONCLUSION 12.1 Retrospection 12.2 Biblography

O1 SPONSOR 1.1 1.2 1.3 1.4

About Lumium Work Credentials Nature of Business Structure of Organisation

1.1 About LUMIUM LUMIUM | Innovations LUMIUM is a creative consulting firm that delivers ‘Vertical Integration’; our indepth experiences in Research, Strategy, Design and Engineering enable us to deliver innovative products, services and experiences in a timely fashion to our global customers. We are a true one-stop solution.    With over 250 products across 27 categories, our work spans a broad spectrum of industries: Medical & Healthcare, Telecommunications, Consumer Electronics, Home Appliances, Retail, Packaging, Exhibition, Lifestyle & Furniture, Smart Devices, Automation, etc.    Our collaborative processes and multi-faceted team focus on delivering top quality services in Research, Strategy, Product Design, Engineering & Prototyping, Embedded System, Branding, Graphic Design, User Experience, Web & User Interface and Animation.    LUMIUM has its offices in Palo Alto, California and Ahmedabad & Bangalore, India. From our multi-locations, we are able to achieve innovations faster and increasingly more cost-effective with a lower time to market. Abundant design diversity is a major reason for quality design talent joining LUMIUM, where the day-to-day work involves creativity, fun and effective designs for our global customers.

1.2 Work Credentials

1.3 Nature of Business Vision: Delivering Design Value to Global Customers

Investors: Norwest Venture Partners, The Chesapeake Group

Mission: • To inspire design creativity  • To deliver “passionate value” to our customers • To be the “dream company” for employees to work   • To participate in “social design”

Headquarters:   525 University Ave. Suite A-89 Palo Alto, CA 94301 United States

Specialties Market Research & Focus groups, Product Design, Engineering & Mfg. support, Graphics & Branding, User Experience, Animation, Engineering & Prototyping, Embedded Systems, Medical Devices, Home Appliances, Consumer Electronics, Lifestyle & Furniture, Automotive

Website:  http://www.lumium.com

Domain Research, Product Design, Engineering & Mfg. Support, Embedded Systems, Graphics & Branding, User Experience Design, Animation

Type: Privately Held

Offices: US, Ahmedabad, Bangalore, Virtual Sales Teams (Delhi, Mumbai).

Industry: Design

Company Size: 51-200 employees A unique ONE-STOP product development company

1.4 Structure of Organisation Management • • • • • • •

CEO Director VP CFO HR Head Accounts IT

Technical Teams • • • • • •

ID Team Product Engineering Embedded Engineering Multimedia Team Graphic Design Team UI- UX Team

Sales Team & Marketing Team • Innovation • Engineering

Support Teams • Consultants • Technical Managers • Project Managers • Trainees in all departments

O2 PROJECT PROPOSAL 2.1 2.2 2.3 2.3

Project Summary Project Team Project Duration Design Methodology

2.1 Project Summary Project: Industrial Branding  Sector: Medical  Details: Branding a medical device manufacturing company. Brief: Laparoscopy surgery, also called minimally invasive or keyhole surgery is a modern surgical technique where precision components aid in operations in the abdomen which are performed through small incisions as opposed to larger incisions. MECVIZ is a new company and part of the Aprameya Engineering group. MECVIZ is bringing to India its first state-of-the-art 3D Laparoscopic equipment which will help doctors see the surgical procedure in a real-time 3D environment; aiding faster surgery times and higher precision. The 3D equipment consists of a number of key new-generation devices including a HD camera and output and superior product components.

Project Components: Brand Identity and Positioning  Personality  Name style  Sizes, Color: preferred and variations; positive, reverse, 4-color, 1-color  Graphic signatures  Corporate typefaces  Supporting elements  Primary color palette  Secondary color palette  Collaterals:  Stationery Product Brochure  Product Graphics  Product Labels   Brand Visual Language Extension: Template for Presentation

2.2 Project Team

2.2 Project Duration

Research: Roma S. Rupani

5 Months

Corporate Identity: Lionel Lobo & Roma S. Rupani Stationary & Labels: Roma S. Rupani, Roshni Chinubhai & Dhiren Shah Brochure: Roma S. Rupani, Roshni Chinubhai & Dhiren Shah Icons: Roma S. Rupani Website Designing: Roland Varghese & Roma S. Rupani Website Developing: Sonali Mehta Shah

2.3 Design Methodology 01 Plan:

02 Design:

03 Develop:

04 Deploy:

Research, Observe, Understand, Analyze

Use Cases business Processes, Wireframes, Design Concepts

Design Handover, Communicate, Monitor, Visual Design

Usability Testing, Verification, Design Quality Check, and Approval

The Planning phase

The Concept Phase

The Development Phase

The Deployment Phase

• While the customer is getting ready to develop the idea into a product; • Collect requirements and details from customers/stakeholders. • Collect Research data from User Researchers • Analyze and compare the market research results and create a design plan.

• In this phase when the basics of the application are getting ready: • Create Wireframes; Use case scenarios, Conceptual layouts and low or high fidelity prototypes. • At this point, I also influence design decisions and work with development teams to reconcile legacy, performance and usability trade-offs. • Make sure to validate design solutions with end users.

• In this phase when the product almost reaches the alpha stage: • Work closely with the development team to resolve implementation issues. • Make sure that all the test cases are implemented as defined. Continue to collect feedback on designs. • Make sure that all the design details are translated effectively to the development team. Also maintain a constant communication between the designers and the developers.

• In this phase when the product is almost ready to hit the market.; • Our role is to design & conduct comprehensive usability tests on the product and provide recommendations for the refinements in the next version of the release. • Get any usability issues critical to the release fixed. • This is where the project either ends or starts its cycle for the next version.

Key Players:

Stakeholders/ Customers, Product Managers

Product Managers, Project Managers, Development Team

Product Managers, Development Team, Customer, and Stakeholders.

O3 ABOUT CLIENT 3.1 Area of Communication 3.2 Client Background 3.3 Client History

3.1 Area of communication Branding for a medical device manufacturing company Why branding is important for a medical device that may feel “softer” in a sector where product innovation is measured many times in somewhat modest feature changes in this year’s model? For example, this year’s product model may produce a test result in 10 seconds compared to last year’s model delivering that same result to the physician or patient in 25 seconds. Is this “speed” feature change a real benefit that an end user values? Is this a sustainable competitive advantage and point of differentiation or can a competitive product react and match or beat this product feature quickly in the market? This question becomes even more challenging when the only difference may, for example, be a model name change from XL 200 to XL 300 without any noticeable product feature change at all. So yes branding is important for the long term and strong branding involves two key components: Branding starts with the “master brand,” i.e., the company name or the therapeutic area brand name for a group of products; Then, after establishing a master brand, the product brand can also be established over time.

3.2 Client Background Aprameya Engineering India Private Limited Ahmedabad, Gujarat

ORMED SYSTEMS ( Operating Room Medical Equipment & Devices) Mumbai, Maharashtra

Authorized solo distributor for medical equipment including electro surgical cautery machine, vessel sealing system, bipolar plasma under saline machine, and pee bee high quality laparoscopy hand instrument in Gujarat and Rajasthan.

A group of biomedical engineers formed ORMED SYSTEMS as service oriented company for health care professionals in the minimal invasive surgery segment and consulting services for procurement of medical devices.

Year of Establishment: 2002

Year of Establishment: 2003

Nature of Business: Distributor

Legal Status of Firm: Partnership Mr. Saurabh Bhatt Mr. Chetan Joshi

Legal Status of Firm: Partnership, Mr Pravinkumar Shetty Mr Suryakant Chiplunkar Mr Vishal chandekar Mr Vijay Patil Mr Parag Dixit

Number of Employees:11 to 25 People Turnover: US$ 0.25-1 Million (or Rs. 1-4 Crore Approx.)

Number of Employees:11 to 25 People

3.3 Client History MECVIZ = Aprameya + Ormed systems Ahmedabad, Gujarat With a rich experience of more than 12 years in the field of minimal invasive surgery, a group of biomedical engineers from across India have collaborated with a premier German manufacturer to form MECVIZ Endoscopy India Pvt. Ltd. MECVIZ is a result of a very strenuous research of the market; an analysis to fill the gap that has been itching the surgeons across the borders. The result is a solution that is an amalgamation of a meticulous research and extremely reliable German technology.   What makes our claim even stronger is the 40 years of experience of our OEM partner in Germany. Our partner has specialized in the field of Minimally Invasive Surgery (MIS®) and is an innovative and global market leader in this growing market. It’s stringent manufacturing process meets the best quality standards in the industry.   It is an organization that will cater to audience across the globe with its state-of-the-art 3D technology. Its innovation will create benchmarks that will set new parameters for the industry.

04 MARKET STUDY 4.1 4.2 4.3 4.4

Target Audience Competitors Key Features & Benefits Attributes- Tangible & Intangible

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Modern

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Ethicon E ndo Surg er y

RESEARCH Visual ation ific Magn

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4.1 Target Audience The individuals and departments that need to be convinced of a device’s suitability and superiority over competitors’ products:

Surgeons

Medical Technicians

Hospital Administrators

Chief Financial Officers

Physicians primarily inquire if and how a device improves existing methods to offer a better outcome for patients?

How much training will be required?

How does this TCO compare with those of competitive products or to existing solutions?

Financial administrators are interested in far more than the cost of a device. They also take into account how the expense is distributed among the initial capital costs (purchased or leased), maintenance fees, and any other components of the total cost of ownership (TCO)?

Will this device perform better than what we currently use? Whether the device’s operation requires fewer steps, will reduce the propensity for errors, require less time to accomplish the task, etc.?

Visually my brand language should convey these messages: It’s necessary to clearly depict the product features and benefits specific to patient outcomes.

Message is critical to reach and persuade this audience. Message must also include information about the device’s safety features and ease of use.

Touting benefits that speak to these concerns offers marketers the best chance for capturing administrators’ attention and building financial support for making the sale.

4.2 Competitors National

International

Suppliers

Manufracturers

Suppliers

Manufracturers

Enertech Jhonson & Jhonson Ethicon Endo Surgery Pioneer Healthcare Technologies Hospinz

Girish Surgicals Hospiline Equipments Pvt. Ltd. Kobra Frontline Systems Eschmaan

Aesculap Lemke Vision Tekno Richard Wolf Karl Storz Nova Probe Stryker Sopro

Duchateau DRE Comeg German Healthcare Exp. Corp. Lektrafuse Caiman Surgery Microline Surgical HC Medica

Immediate Competitors

• • • • • •

Most of competitor’s identntity is type based. They are bold one or two color oriented. Only Ethicon Endo Surgery has pictorial mark. Microline and Karlstorz are wordmark based. Logotype alone will not depict medical sector. USP is not clear in there logo’s.

4.3 Key Features & Benifits Introducing state of the art MECVIZ Products View 3D

DHD Crystal

3CCD Pixel HD

Features

• DHD Technology • More depth and excellent tissue identification • Better hand – eye coordination, results in reduce operation time. • Crystal clear Vision • Flexibility to use any endoscope

• Experience superior clear HD resolution with more depth • Calculates the field of depth • Eliminates blurring of the background and corner images • Resulting improved accuracy and precision

Benifits

• A digital revolution in 3-chip high definition camera • World’s first camera with native resolution • Refined Optics & Smart Brightness • Intelligent Auto Shutter speed • Smart Zoom and Crystal Edge • 7-presets program makes it a multi specialty camera. Benifits

Depth perception, Crystal clear 3D vision, Reduces operation Time

Makes MIS procedure easier, Improves performance

High quality, Uncompressed format result, reducing surgical trauma, Contour enhancement

Voluflate CO2 Insufflator

X-ON 300

HD Telescope

Features

• • • • •

• Illumination Redefined

• • • •

Highest patient safety Overpressure indication Integrated fluid sensor Pressure feline system Integrated gas heating

Benifits Highest safety standards, Avoid risk for hypothermia

VIEW MAX • • • • •

Fastest response time LED Back Light Multi-source, Multi Display Imaging Calibrated Artifact- free images Designed for the Operating Room

Uses progressive high definition lenses Computer controlled precision Reduces reflection Increases vision clarity

Benifits

Better contrast, Better brightness, Better colorrange, Most detailed images

30% more vision clarity

05 BRAND POSITIONING 5.1 5.2 5.3 5.4 5.5 5.6

Brand Proposition Brand Personification Brand Assets Brand Differentation Brand Positioning Positioning Statement

5.1 Brand Proposition “MECVIZ as a brand promises to provide Innovative solutions in the field of MIS Minimal Invasive Surgery.”

5.2 Brand Personification • MECVIZ is the first one to introduce India’s first state-of-the-art 3D techology medical devices.

Pioneer

• Mecviz promises to provide Innovative solutions in the field of M.I.S. Minimal Invasive Surgery.

Innovative

• By introducing 3D technology products in India, MECVIZ have made complex process of surgery to simpler.

Simple

• MECVIZ products have changed the method of the process of surgery by making it simple.

Unconventional

• Bringing features in to there products such as DHD Technology, 3-chip high definition camera, HD - Native resolution MECVIZ have proven themselves much more advanced and modern in their field.

Modern / Advanced

• Better hand – eye coordination, results in reduce operation time which improves accuracy and precision results in best peformance.

Performance

5.3 Brand Assets MECVIZ products and its features are the Brand Assets of the company. By highlighting the key features of each device company builds up its Brand Asset. Following are the products of which the key features plays the role of Brand Assets: View - 3D , DHD Crystal, 3CCD Pixel HD, X-ON 300, Voluflate 40L CO2 Insufflator, ViewMax, HD Telescope Key Features of the above mentioned products: Dhd Technology, Hd Resolution, Intelligent Shutter, Smart Brightness, Auto Shutter Speed, 3-Chip Hign Definition Camera/ Lenses.

5.4 Brand Differentiation 3D Technology Devices Indiaâ&#x20AC;&#x2122;s first state-of-the-art 3D technology products, which empowers surgeons across all the genres with its innovative products and provide superior patient care ultimately leading to enhanced quality of life.

5.5 Brand Positioning Target Audience:

Immediate Competitors:

Tangible Attributes:

Intangible Attributes:

• Surgeons • Medical Technicians • Hospital Administrators • Chief Financial Officers

• Ethicon Endo Surgery, Inc. • Johnson & Johnson • Karl Storz Endoskope • Richard Wolf • Stryker • Microline Surgical

• • • • • • •

• • • • • • • • • • • • • • •

Technology Digital Revolution HD Resolution Intelligent Shutter Cameras Illumination Optics

Innovation Keyhole Depth Focus Crystal Clear Superior Precision Accuracy Proficiency Efficiency Visual Magnification Modern, New Advanced Global Dynamic

Brand Proposition:

Brand Personification:

Brand Assets:

Brand Differentiation:

• Promises to provide Innovative solutions in the field of MIS Minimal Invasive Surgery..

• • • • • • •

• • • • • •

• 3D- Technology Devices • First time in India

Pioneer Innovate Simple Unconventional Modern Advanced Performance

Dhd Technology Hd Resolution Intelligent Shutter Smart Brightness Auto Shutter Speed 3-Chip Hign Definition Camera/ Lenses.

5.6 Positioning Statement “MECVIZ provides globally innovative solutions in the field of minimal invasive surgery. It introduced India’s first state of the art 3D devices. Through its unique 3D Technology MECVIZ specialises in innovative modern devices which has features such as digital revolution, intelligent shutter, camera’s, optics which empowers surgeons across all the genres with accuracy, efficiency, proficiency, crystal clear vision and visual magnifivation and provide superior patient care.”

06 VERBAL LANGUAGE 6.1 Brand Name 6.2 Brand Tagline 6.3 Brand Products

6.1 Brand Name

6.2 Brand Tag line

“MECVIZ” - MEDICAL ENDOSCOPIC CAMERA AND VIDEO INSTRUMENTZ

Vision Redefined

Suggested by client only, they simply abbreviated the descriptive names in to acronym which sounded interesting and strong brand name in medical sector. They were inspired by the name of one of their own company ORMED SYSTEMS, Operating Room Medical Equipment & Devices. The process behind the nomenclature begins not with creative ideation but rather with strategy. The reason is simple: they needed a name that clearly shows the tactical foundation and aesthetic and functional uniqueness of the company of what will be presented and offered to their target audience. They re-articualted the segments of the identity based on overall positioning strategy that encapsulates what is being offered by the company and to whom, which is there in their name “MECVIZ” which talks about Camera and video.

Tag lines are probably the second most noticeable element of business identity. With just the two words client is able to make it understandable and have summarize the product or service they offer. They narrow down an entire company into two well crafted, compelling words. MECVIZ offers 3D- Technology devices that help surgeons to have crystal clear vision while performing surgery. Vision Redefined accurately describe the MECVIZ. This tagline aligns with the company’s persona. The idea behind the concept of tag line for MECVIZ is to create a memorable phrase that will sum up the tone and premise of a MECVIZ and its products, which reinforce the target audience’s memory of a product.

Nomenclature is clear enough to understand and pronounce by product development engineers to surgeons to lay people and consultants. It is easy for target audience to understand what is being ofered and to whom, atleast it gives the feel of Medical which gives one understaning to relate MECVIZ with medical sector.

6.3 Brand Products View 3D DHD Crystal Pixel HD Voluflate 40L CO2 Insufflator X-ON 300 VIEW MAX HD Telescope Product naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization. These Product naming involved the application of creative and linguistic strategy. Linguistically, combining morphemes, phonemes and syntax to create a desired representation of a product develops names. The name had to be easily pronounceable since it is a medical product. It needs to be able to be very much easy and understandable, and most important to be self-explanatory for medical people so that they may not fumble in emergency case therefore something that resembles the purpose while also they had to play with the phonetics for example for xenon light source they came up with enlight, n-light, lumi, lumos, Omni light, x-on but x-on was easiest to pronounce, small, and immediately gave the meaning of the product. So based on the purpose and utility of the particular product, they brainstormed different words that symbolized ‘everything’ so those words cud be anything words like whole, uni, universal, etc.… These product names are descriptive names ascribe to the product characteristic, which invoke a vivid image that alludes to a brand benefit.

07 VISUAL LANGUAGE 7.1 7.2 7.3 7.4

Mood Board Color Derivation Primary Color Palatte Secondary Color palatte

7.1 Mood Board

7.2 Color Derivation

Color Psychology Blue is soothing and fresh seen as trustworthy, dependable and committed. Being the color of two vital elements for living – air and water, it is timeless and universal. Dark blue is perceived as authoritative corporate wealth regal precious. Dark blue graphics project a sense of trustworthiness, tradition and stability. e.g. Dark blue is seen as uniforms worn by police and the navy – it demands attention and respect. Banks and legal firms select dark blue as their corporate colour – it signifies justice and order, and always looks professional and efficient.

Red is percieved inherently as stimulant. It demands a strong visual attention. Red is directly related to the level of energy perceived. Red draws attention and a keen use of red as an accent can immediately focus attention on a particular element. Black, grey, white and red are popular color combinations, especially in modern and minimal spaces or those with a slightly industrial edge to them by incorporating elements of steel, glass, leather and stone.

Gray is the color of intellect, knowledge, and wisdom. It is perceived as long-lasting, classic, and often as sleek or refined. It is a color that is dignified, conservative, and carries authority. Grey is percieved as professional, sophisticated and high-tech. Grey is seen in commercial kitchens, hospitals and surgeries – where hygiene is paramount and decoration is perhaps secondary. It is also used widely in food processing factories and laboratories where neutral and practical colours are required. Since we entered the new millennium, there has been an increase in the use of light silver in audio and visual equipment, cameras, office accessories, mobile telephones, computers and so on. Remember when all these objects were beige!

7.3 Primary Color Palatte

7.4 Secondary Color Palatte

08 INITIAL CONCEPTS 8.1 The Word Mark 8.2 The Logo Mark 8.3 The Logo Type

INITIAL IDEATION

8.1 The Logo Type

Typeface explorations: Various Typeface explorations done with the intention to use them with pictorial mark. These typefaces are sharp, sleek and elongated just like the scope used while surgery.

8.1 The Word Mark

MECVIZ

mecviz

mec

Wordmark explorations: Keywords : Focus, Camera, Keyhole, Incision, Scope. Using these keywords I edited the existing typeface to waordmark such that to get the look and feel of laparoscopy surgery.

8.3 The Logo Mark

mecviz

Logo Mark Explorations: Keywords: Camera, Focus, Depth, Shutter, 3D

09 INTERMEDIATE CONCEPTS 9.1 Form Explorations 9.2 Developing Identity 9.3 Shortlisting Identity

INTERMEDIATE CONCEPTS

9.1 Form Explorations

Keywords: 3D, Camera, Optics, Shutter, Focus, Depth, Incision

9.2 Concept A

Concept A Inspired from a safety ring, this concept uses a Pictorial mark logo style. The four lines in the symbol subtly form the letter â&#x20AC;&#x2DC;Mâ&#x20AC;&#x2122; in 3D form surrounded by the circle, which depicts protection/ safety. This concept uses a combination of red & blue, where red gives the feel of seriousness approached with calm blue color.

9.2 Concept B

MECVIZ

John QSamp le

Ma naging Di e rctor

Tel Fax Emai l

+919825098250 +917964646464 +917965656565 john@mecvizi ndia. com

Webm ecvi zc .om MecvizEndoscopyIndiapvtltd Sample t Sreet,SampleRoad Ahmedabad 38 - 0051, INDIA

Concept B This identity gives a modern feel; the metallic circular border indicates the rim of a lens similar to a camera or a magnifying lens. The overall identity has been made keeping in mind the aperture of a camera, which can give a high-resolution visual output once inside the human body. The identity with its various levels of color and depth also replicates the form of a pinhole. Which is synonym to laparoscopic procedures.

9.2 Concept C

John QSamp le

Ma naging Di e rctor

Concept C 3D form inspired from the nature, which is depicting to one of the stage of laparoscopy surgery where abdomen is insufflated and forms the round shape. The curve going inside is indicating clarity and depth of the output that the products can give to the doctors.

9.2 Concept D

TEL FAX EMAIL WEB ADD

Concept D This concept uses a Pictorial mark logo style, where the small cut is representing MIS- minimal invasive surgery. Form is giving the feel of 3D, serious and corporate where colors are representing dynamism.

9.2 Concept E

John QSamp le

Ma naging Di e rctor

Tel Fax Emai l Web

+919825098250 +917964646464 +917965656565 john@mecvizi ndia. com mecviz. com

MecvizEndoscopyIndiapvtltd Sample t Sreet,SampleRoad Ahmedabad 38 - 0051, INDIA

Concept E Taking helix form further on tapered it up to give the feeling of slender opening, to show the minimal invasion from where the telescope is going in. This form in whole represents the process of laparoscopy surgery using keywords as 3D, minimal invasion & keyhole.

9.2 Concept F

Concept F This is the logotype created to give the feel of laparoscope and laparoscopic surgery. The MECVIZ word is divided into two parts so as to give cut (invasion) effect and sharp. Colors are divided in to dark and light, reason being dark on upper part to show the force of going in. Lower part of typeface is split in two lines that depict laparoscopic shears.

9.2 Concept G Designed by: Mr. Lionel Lobo

Concept G This form is inspired from Helix. In mathematics, a helix is a curve in 3-dimensional space. The Cartesian parameter coordinates to define a helix. This parameter leads to precision and accuracy. This concept uses a Pictorial mark logo style. This form gives an abstract representation of the process of laparoscopy. The form has a serious & corporate feel while the colors add dynamism to the form.

9.3 Shortlisting Identity

Concept A

Concept C

Concept B

Concept D

Concept E

Concept G

Concept F

10 FINAL CONCEPT 10.1 Graphic Signature 10.2 Visual Language 10.3 Stationary

10.1 Graphic Signature Dark Blue Gradient

Dark Blue Dark Grey Logo Type Light Blue Gradient

MECVIZ Blue C:90, M:50, Y:0, K:0

Logo Mark

Light Grey - Body Text C:00, M:00, Y:0, K:60 Dark Grey - Headers Tag Line

C:00, M:00, Y:0, K:90 Light Blue - Gradient C:10, M:0, Y:2, K:0 Dark Blue - Gradient C:86, M:63, Y:5, K:0

10.2 Visual Language

Taking few elements from the finalised identity, above are the few examples of visual language for MECVIZ which can be used in collateral of MECVIZ to define the MECVIZ personality which is corporate & serious..

Keywords: Incision, Cut, Scope 47

10.3 Stationary: Variation 1

Variation 2

Variation 3

Variation 4

11 Applications 11.1 11.2 11.3 11.4 11.5

Labels Brochures Icons Website Flyer

11.1 Product Labels Points needed to be taken care of before designing Labels: • These Labels are going to be applied on laparoscopy equipment’s. • • These equipment’s are going to be in ICU room all the time for which printing technique should be such that the life of the colours of labels is increased beside the fact that they are kept in certain room temperature. • • Printing technique will also include dome buttons, transparency, and laser cut process. • • These equipment’s are going to be used by surgeons while performing surgery; graphics over labels should be subtle enough that one should not find it bold and dark in ICU room. • • Name of the equipment should be visible from a distance.

Product Labels: Final Concept

Product Labels: Renders done by Animation Team

Product Labels: Printing Method

IntraAction based in New Jersey – USA, Cheshire – UK, Brampton – Canada, Ahmedabad & Chennai – India Since 1992 IntraAction is a trusted name in the field of Membrane Switch Technology. IntraAction Design & Manufacture Membrane switches, Graphic overlays, Decals, Labels & Mimic as per customer artwork & specifications. They provide full attention starting from design stage to the final packing & dispatch of product. Average costing for each label for MECVIZ products was Rs. 3000 to Rs. 5000

Process: Printing & Drying, Assembly and Film Exposing. Screen Printed Top layer of Membrane Keypad known as graphic layer. Materials can be used Polycarbonate/ Polyester with matt/ Gloss finish as per customer requirement Graphic layer is an integral part of membrane switch, Which gives Location of Switches, Window, LEDs, Printing matters with logo & Title of Instruments. Screen-Printing cooled ink on basic material created graphic images. Once printed and cut to size & shape, this layer becomes the Graphic Overlay. It’s color combination & layout gives look to the finish pnct of customer. Labels are used for instruction / indication / circuit diagram purpose. It can be of any shape & design. IntraAction manufacture labels from Polyester, Polycarbonate or Vinyl material with 3M or equipment’s. We are able to cut any intricate shape in house with CNC cutting facility. Some Standard labels are available ex stock. It is useful to indicate product flow diagram / process flow charts. It has application in pharm a Industry, Chemical Plant and continuous process factories.

Product Labels: Job File

Emboss

Transparent

Cutout

PIXEL HD Cut

Outlines C=12 M=10 Y-10 K=8

Fonts

Size = 255.5 X 56.8mm

VIEW 3D

C=39 M=32 Y=32 K=11

Graphics C=45 M=16 Y=1 K=0

Background C=0 M=0 Y=0 K=10 Cut

These job file along with the print files for all the labels were sent to Intraaction for priniting process. Size = 278.3 X 76.4mm

Product Labels: Final Label

Label On Product

Product Labels: MECVIZ product with its competitor

• Neat

• Clean

• Subtle

11.2 Brochure Concept 1 : Cover Page

The cover page focuses on showcasing the product, We’ve used the product render on the trolley to highlight the products and through line sketch we’ve indicated the use of the product in surgery. The background uses subtle gray to retain the existing brand language & highlight the product. The sketch further highlights the product, giving it a unique visual language. We’ve used a square shaped brochure to add more stability. The Tagline & other text can be tweaked basis your key inputs.

Concept 1 : Cover & Back

Concept 1 : Inside Pages

Concept 2: Cover Page

Concept 2: Cover & Back

Concept 2 : Inside Pages

Concept 3.1 : Cover Page

This concept uses an abstract representation of laproscopy, It is totally different from the popular design language for medical brochures. The visual represents depth & precision. We’ve also created a 3d effect in the image to highlight MECVIZ’s USP, ‘India’s first state-of-the-art 3D laparoscopic surgery’ We’ve retained the brand’s colors & used visual cues from the cover page throughout the brochure.

Concept 3.1 : Cover & Back

Concept 3.1 : Inside Pages

Concept 3.2 : Cover Page

Concept 3.2: Cover & Back

Conept 1

Conept 2

Conept 3.1

Conept 3.2

Final Concept : Cover & Back

Final Concept : Inner Pages

Grid for Brochure

In this grid there are 4 columns divided as per there requirement for icon and text content such that the icons, product image and text all together have enough breathing space and clutter free.

Brochure : Printing Methods

Premium printed products and packaging

MECVIZ Endoscopy India Pvt Ltd Brochure details

Pragati covers the full gamut of your print needs from company profiles to brochures and catalogues, coffee-table books to calendars, folding cartons and labels to luxury rigid cartons as well as pointof-sale material. Established in 1962, Pragati is the preferred partner of many of our customers for all their quality print requirements.

Total Pages : 16 Pages including title Size : 23.38” X 8.27” (Open) 11.69” X 8.27” (Close) Colors : 4 + 4 colors

Emboss It is also called Blind Printing or Relief Printing. The printing technique involves raising the area of the image or text on the paper; the image stands out giving a three dimensional effect. The technique enhances the look of the products and also increases the printing cost.

Paper : 300 gsm Imported Premium Gloss - Card

Online UV

Finishing : 4 folds ; 4 Creases; Online Gloss; Texture UV coat on both side

A varnish is a liquid coating applied to a printed surface to add a clear glossy, matte, satin, or neutral finish.

Binding : Center-Pinned Others : Proofing : PDF + High qualityINK Jet Quantity : 2000 Amount INR : 120,260.00

A gloss UV gives the printed surface a glossy, sheen look. A spot UV is applied to chosen spots (areas) of a printed piece. This has the affect of highlighting and drawing attention to that part of the design.

Unit Price : 60.13

Brochure : Job File

Emboss

Online UV Gloss

MECVIZ Brochure with Competitorâ&#x20AC;&#x2122;s Brochure

11.3 Icons Explorations View 3D Worldâ&#x20AC;&#x2122;s First : 3D Camera with 3CCD DHD Technology

User Programmable

Intelligent Shutter

DHD Crystal / Crystal Edge Experience super HD resolution with HD depth

Experience Resolution beyound Full HD

3CCD Pixel HD

Refined Optics

Native HD Resolution

Digital Revolution

00101110010

000011111

1 001111111

1 01 0

0 01100110

1101 1110101001101 0

1 0 01000011111101110001 1

0101000

1 11 0

0011001010000000111 0

0 0100000011

1 11010 0

110000000000111101110 0 0 10

01111000 0011000000101010110 110

Controlled Gas heating technology 1111010011

1000 10010011 100

0 00

100111010010100010111

1 1 1011101011011010100 1

110010100100101110100

0010000001111101 1

0 1000 0001 11001111110110101000000

101 0011 0110000101001101001 1

Voluflate 40L C02 Insufflator 0100011101110100 11101111000000111 01010001010001

010000001111010100100 0

11001100 1100010111110101111 000

Stay in Focus Voluflate Video Messaging

Smart Zoom

Smart Brightness Wireless Technology

X_ON 300 Smart Brightness

View Max LED Backlight

View Max

HD Telescope

Multi-source, Multi Display Imaging

Experience super HD resolution with HD depth

Designed for the operating room

11.3 Final Icons - Black and White, Grey Scale & Color View 3D Worldâ&#x20AC;&#x2122;s First : 3D Camera with 3CCD DHD Technology

Digital Revolution

DHD Crystal

Stay In Focus

Experience Super HD Resolution With Depth

Native HD Resolution

Intelligent Shutter

Refined Optics

Crystal Edge

Smart Zoom

Smart Brightness

Experience Resolution beyound full HD

User Programmable

X-ON 300 Illumination Redefined

Voluflate Video Messaging

Voluflate 40L CO2 Insufflator

Wireless Technology

Controlled Gas Heating Technology

Experience Resolution beyound full HD

View Max LED Back Light

Multi-source, Multi Display Imaging

Calibrated, Artifact free Images

Designed for the operating room

HD Telescope â&#x20AC;&#x153;Crystal Viewâ&#x20AC;?HD Telescope

11.3 Icons - 2D - One color - Two Color

11.3 Website SiteMap Home Following are the links that will appear on the home page. Apart from links the home page will contain image slideshow, news content and social integration section. a. i. ii.

About Us Vision and Mission Company History

b. i. ii. iii.

Corporate Profile Management Team Corporate Video / Product Video Presentation Corporate Brochure / Product Brochure

c. Products i. View 3D ii. DHD Crystal iii. 3CCD Pixel HD iv. Voluflate â&#x20AC;&#x201C; CO2 v. X-ON 300 vi. View Max vii. HD Telescope

Surgical Videos Videos for equipments and new surgical procedures.

News & Events Column on the home page that showcases news and events. Plus a separate link that takes the user to a new page.

Clientele / Associates List of important client list or associates

Social Integration Facebook, Youtube, Twitter, linkedin

Jobs & Careers

Concept 1.1

Concept 1.2

Concept 2.1

Concept 2.2

Final Home Page

Final Inner Page

Visit: www.mecviz.com

11.4 Flyers Concept 1

Concept 2

Concept 3

Concept 4

12 PROJECT CONCLUSION 2.1 Retrospection 2.2 Biblography

12.1 Project Retrospection Working in the branding industry is an enriching experience and a definite eye opener. Understanding the clients expectations, learning about category codes, understanding the current market trends are things that can one can pick up only in a professional environment. LUMIUM Innovations gave me an opportunity to work on various projects. Under the mentorship of my colleagues I learnt various conceptual processes as well as presentation techniques to tackle design problems. The Studio team was ever ready to share their vast knowledge about printing processes and production techniques. Creating designs suitable for production is an invaluable learning. Marketing and Strategy teams are invaluable support systems that provide guidance to the designer. They are the vital link to the client and give inputs about the expected solutions. In conclusion, my outlook towards design has changed drastically after this experience and has led to a wider and holistic understanding of Branding.

12.2 Biblography Client Background and Market Research: LUMIUM Innovations Knowledge Bank Research Source: Atul Sharma: Senior Marketing Manager at LUMIUM Innovations Websites: www.ormedsystems.co.in www.photolibrary.com www.karlstorz.in www.richardwolf.com

Thank You.