After 20 years UK Medical’s look had become, while recognised, a little bit dated, and not truly representative of the organisation it was. But UK Medical saw the value in investing in design.
The Design Council had found that for every £100 a business spends on design turnover increases by £225 and that 84% of the UK’s fastest-growing businesses believe that design has become more important in maintaining their competitive edge in the last decade.
UK Medical, supplier of medical products for the NHS and private sector, picked Yorkshire-based design consultancy the Engine Room for the dramatic re-brand.
The Engine Room felt that the bold contrast between the white character and the pink background of its redesign served the purpose of reflecting UK Medical's growth and success over the last two years. It is a bold move, differentiating the company from the industry dominated colours of blue and green.
The simple exclamation mark is now the symbol at the forefront of UK Medical. It reflects their precise attention to detail which was noted by the team at The Engine Room during workshops they held before they presented their brief.
The stylish new image of UK Medical is a reflection of the company's progressive outlook and new modernised image of the business itself, which has restructured, becoming more focused and investing heavily in its people and systems.
Managing Director of UK Medical, Ian Aaron, explained of the redesign, “Our previous brand identity didn't reflect the personality of the business and was confusing to clients and potential customers.
It also positioned us as 'middle of the road' when in reality UK Medical should be market leaders. The new identity creates the differentiation we need as a platform for future growth.”
Creative Director, Darren Evans, explains the thinking behind the creative agency’s thinking, “We use the resources across the rest of the business to develop new corporate identities, and also plan a roll out campaign, both internally and externally to communicate the new look -this is vital in terms of qualifying the importance of investing in design.
Only after we have this buy in, do we then look at marketing campaigns and the use of other services of ours such as Engine Mail and e-marketing solutions”.
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