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Case: Velfina 2004


THE STORY

In 2003, the Romanian medical products company Actimed Medical Systems, which specializes in treatment of wounds, was determined to expand across Europe and the world. But because "Actimed" was not legally available in Europe or the U.S., a new name would be required. 

With Grapefruit consultants' help, Actimed managers used this renaming opportunity to completely rethink the corporate brand, to become more visible and to seat "Professional Wound Care Management" as its defining focus. Grapefruit provided the new name, the "caring hand" symbol and supporting visual system, the identity tag line, and unifying subbrand architecture.

In 2004 and 2005, Velfina grew at a 250% annual rate. (Source: Designing Brand Identity, by Alina Wheeler)
Tony Spaeth

 


CREDITS

Design: Grapefruit (Romania)


CASE INFO

Submitted by: Tony Spaeth, 30/11/2006
Status: Confirmed by Stefan Liute, Grapefruit
Category: Health Care Equipment & Services
Country (HQ): Romania


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 60%   
Change direction
  Redefine industry or core competence
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Situation facts: Corporate level facts: Industry definition
    x  Change event : Low visibility: Memo
Broaden scope/scale/visibility
  Elevate public profile
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Situation facts: Corporate level facts: Nationality & geography
    x  Change event : Low visibility: Memo
Narrow the scope
  Express a more specific focus
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Change event : Low visibility: Memo
Change expressed personality
  Renew/refresh public image
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Change event : Low visibility: Memo
    
Functional driver: 40%   
Name confusion
  Increase name differentiation
 40%  x  Identifier tactics: Name change: Created words