Clinical Research Philadelphia is a US-based state-of-the-art facility involved in clinical trials. The research site, which has served the Philadelphia community for over 25 years and has allied with giants like Novartis and Pfizer, helps bring revolutionary new medical products and treatments to market. This brand overhaul presented an intriguing new challenge for TWO Design: How do we humanise a dyed-in-the-wool clinical research facility, and infuse it with a future-facing outlook, while also inviting greater engagement from regular participants and sponsors alike?
We began by analysing the existing look and feel, and identifying the gaps in the messaging. The first step was finalising a brand manifesto that was later distilled into the tagline that focused our branding efforts. "The future of medicine begins with you" succinctly captured the two pillars that CRP stood on: People and Progress. The visual design exploration delivered on that dual promise, by pushing for a future-forward sensibility with every asset, accented by a human touch wherever possible. The logo identity is a clear encapsulation of this approach: A clean, modern reinterpretation of the existing logo that is served well by cheerful, relaxed accents that aren't normally associated with a clinical brand.
We extended this new brand identity to a website experience that felt immediately refreshing, modern, and clear.
WEBSITE DESIGN
Arjun Rajkishore
ART DIRECTOR
Tushar Menon
HEAD OF CONTENT
Karanjeet Kaur
CREATIVE DIRECTOR
Vikram Bhalla
