I spearheaded the "Blue Makes a Difference" global campaign, aimed at promoting Fresenius Medical Care's innovative new dialyzers. By collaborating with 15 artists from Europe, we centered their work around the theme of blue and drew inspiration from the product's aesthetic. The resulting artworks were transformed into a range of promotional materials, spanning from print to digital formats and physical booth designs. Guiding a team of designers and artists, I oversaw the creation of a comprehensive visual library, tools, and guidelines that were instrumental in the global deployment of the campaign.
Blue Makes a Difference
My Role
Concept Development
Structure of guidelines development
Manage design team and external freelancers
Client
Fresenius Medica Care
Design Concept
In setting Fresenius Medical Care apart from its competitors, we have chosen to take an emotional approach rather than solely emphasizing the product's features. By incorporating art as a means of expression, we aim to forge emotional connections with our audience. This approach lends a unique aesthetic and brings a softer touch to traditional medical device promotions.
Design Process
To improve the guidelines' user-friendliness, I divided the project among two designer teams. The first team analyzed and categorized visuals and product images based on target audiences, setting typography, color, and layout rules. The second team then applied these guidelines to create various applications, facilitating prompt identification and correction of guideline issues through internal user testing.
All Projects
Internal User Test
To ensure the guidelines are user friendly, I allocated two teams of designers on this project. The first team is to analysis and categorize the key visual, art project images and product photos into different group and styles for various targeted audiences. Established the usage rules in typography, colors and layout in print and digital applications. The second team then used the guidelines to design the interactive, print and event application. This process as an internal user test helps us quickly identify the problems in the guidelines and revise accordingly.