Medix Biochemica
Rebranding for in-vitro diagnostics
Rebranding for in-vitro diagnostics
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Wordmark
Typography
Colour palette
photography & Art Direction
Brand reveal video
Brand reveal video
The brief
Medix Biochemica is headquartered just outside Helsinki, in a region shaped by both nature and scientific progress. When I began working with them in 2021, they’d recently acquired several diagnostics companies across the globe—each with its own identity, culture, and design language.
What stood out wasn’t just the growth, but the biological metaphor it suggested: multiple distinct entities coming together to function as one. Like a living system, Medix needed a unifying structure—not to homogenize, but to connect.
I started sketching with that idea in mind. Molecular forms, cell mergers, structures that suggested cohesion without sameness. The challenge was creating an identity that could scale globally, but still reflect the integrity of its many parts.
The final system did just that—combining trust, precision, and flexibility into a single, cohesive brand. Not a rebrand of one company, but the expression of an integrated ecosystem.
What did I do?
As Design Director, I led with two imperatives: make it digital-first, and make it human.
The science behind Medix Biochemica is complex, but the people powering it are what set it apart. So we created a system that prioritized employee visibility—from internal hero campaigns to modular layouts that celebrated team achievements across geographies. The “We IVDo that” concept became a flexible narrative framework, equally suited to spotlighting scientific capabilities or a standout customer service story.
We designed a core identity system that was clear and adaptable across digital platforms. The ‘O’—a visual and symbolic center—became more than a logo detail. It was a design strategy: a literal and metaphorical focal point, always drawing attention back to what matters most. Layouts used flexible grids to suit a range of screen sizes and print formats, while strict rules around spacing, typography (Graphie, Proxima Nova), and logo application ensured visual consistency without stifling creativity .
Gradients, secondary color palettes, and playful animation cues were introduced for social and campaign use, allowing the brand to flex its tone while remaining grounded in trust and clarity. We treated digital content as the primary canvas—not a downstream afterthought.
Ultimately, the work was about more than merging logos or tidying up templates. It was about designing for cohesion, not control—crafting an identity system that could scale with the company, while always staying close to the people behind it.
What was the outcome
A strong visual style that stood out amoungst it's competitors. It linked all sub-brands together under a strong set of values and visual identity the company can be proud of. by heroing the employees in their photography, we were able to bring a wide-reaching company together.
This resulted in an increase of site traffic by 42%, an uptick in brand recognition within the market and an invemtment of over €1.2 million for aquisition in China.
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Wordmark
Typography
Colour palette
photography & Art Direction
Brand reveal video
Brand reveal video
The brief
Medix Biochemica is headquartered just outside Helsinki, in a region shaped by both nature and scientific progress. When I began working with them in 2021, they’d recently acquired several diagnostics companies across the globe—each with its own identity, culture, and design language.
What stood out wasn’t just the growth, but the biological metaphor it suggested: multiple distinct entities coming together to function as one. Like a living system, Medix needed a unifying structure—not to homogenize, but to connect.
I started sketching with that idea in mind. Molecular forms, cell mergers, structures that suggested cohesion without sameness. The challenge was creating an identity that could scale globally, but still reflect the integrity of its many parts.
The final system did just that—combining trust, precision, and flexibility into a single, cohesive brand. Not a rebrand of one company, but the expression of an integrated ecosystem.
What did I do?
As Design Director, I led with two imperatives: make it digital-first, and make it human.
The science behind Medix Biochemica is complex, but the people powering it are what set it apart. So we created a system that prioritized employee visibility—from internal hero campaigns to modular layouts that celebrated team achievements across geographies. The “We IVDo that” concept became a flexible narrative framework, equally suited to spotlighting scientific capabilities or a standout customer service story.
We designed a core identity system that was clear and adaptable across digital platforms. The ‘O’—a visual and symbolic center—became more than a logo detail. It was a design strategy: a literal and metaphorical focal point, always drawing attention back to what matters most. Layouts used flexible grids to suit a range of screen sizes and print formats, while strict rules around spacing, typography (Graphie, Proxima Nova), and logo application ensured visual consistency without stifling creativity .
Gradients, secondary color palettes, and playful animation cues were introduced for social and campaign use, allowing the brand to flex its tone while remaining grounded in trust and clarity. We treated digital content as the primary canvas—not a downstream afterthought.
Ultimately, the work was about more than merging logos or tidying up templates. It was about designing for cohesion, not control—crafting an identity system that could scale with the company, while always staying close to the people behind it.
What was the outcome
A strong visual style that stood out amoungst it's competitors. It linked all sub-brands together under a strong set of values and visual identity the company can be proud of. by heroing the employees in their photography, we were able to bring a wide-reaching company together.
This resulted in an increase of site traffic by 42%, an uptick in brand recognition within the market and an invemtment of over €1.2 million for aquisition in China.
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Wordmark
Typography
Colour palette
photography & Art Direction
Brand reveal video
Brand reveal video
The brief
Medix Biochemica is headquartered just outside Helsinki, in a region shaped by both nature and scientific progress. When I began working with them in 2021, they’d recently acquired several diagnostics companies across the globe—each with its own identity, culture, and design language.
What stood out wasn’t just the growth, but the biological metaphor it suggested: multiple distinct entities coming together to function as one. Like a living system, Medix needed a unifying structure—not to homogenize, but to connect.
I started sketching with that idea in mind. Molecular forms, cell mergers, structures that suggested cohesion without sameness. The challenge was creating an identity that could scale globally, but still reflect the integrity of its many parts.
The final system did just that—combining trust, precision, and flexibility into a single, cohesive brand. Not a rebrand of one company, but the expression of an integrated ecosystem.
What did I do?
As Design Director, I led with two imperatives: make it digital-first, and make it human.
The science behind Medix Biochemica is complex, but the people powering it are what set it apart. So we created a system that prioritized employee visibility—from internal hero campaigns to modular layouts that celebrated team achievements across geographies. The “We IVDo that” concept became a flexible narrative framework, equally suited to spotlighting scientific capabilities or a standout customer service story.
We designed a core identity system that was clear and adaptable across digital platforms. The ‘O’—a visual and symbolic center—became more than a logo detail. It was a design strategy: a literal and metaphorical focal point, always drawing attention back to what matters most. Layouts used flexible grids to suit a range of screen sizes and print formats, while strict rules around spacing, typography (Graphie, Proxima Nova), and logo application ensured visual consistency without stifling creativity .
Gradients, secondary color palettes, and playful animation cues were introduced for social and campaign use, allowing the brand to flex its tone while remaining grounded in trust and clarity. We treated digital content as the primary canvas—not a downstream afterthought.
Ultimately, the work was about more than merging logos or tidying up templates. It was about designing for cohesion, not control—crafting an identity system that could scale with the company, while always staying close to the people behind it.
What was the outcome
A strong visual style that stood out amoungst it's competitors. It linked all sub-brands together under a strong set of values and visual identity the company can be proud of. by heroing the employees in their photography, we were able to bring a wide-reaching company together.
This resulted in an increase of site traffic by 42%, an uptick in brand recognition within the market and an invemtment of over €1.2 million for aquisition in China.