Centering a flexible system

Thermo Fisher Scientific tasked our team with creating a visual system for their life sciences instrument support. The design needed to be recognizable, fit within all brand requirements, and have the ability to feature a wide variety of photographs.

Problem / solved

1. Create the system, define the structure 

• For this project, we were tasked to define the system and create exemplary samples that would then be passed off to another design team.
• Because of this, our final deliverable was a guide that described the system rather than the actual final graphics.

2. Build a visual system with tiers

• In addition to a visual look for the overall system, we also needed to define how customer-segment-specific creative would look.
• We defined the whole system with the ring and motion lines, and differentiated customer segments using icons and color.

3. A design that focuses on photography

• Many of the final assets in this system would need to show the creative alongside photographs of scientists, workspaces, or products.
• We created a system that allows for a huge variety of photography to be centered in the design, while still defining unique ways to differentiate segment or product creative.