Branding

2023 Brand Refresh
The original brand guidelines presented a unique challenge: the primary typeface and color scheme mirrored that of the Sentec logo, a departure from traditional branding practices. This unconventional approach resulted in text that closely resembled the company logo, making it arduous to establish contrast and hierarchy in both print and social media. The lack of clarity in the brand guidelines exacerbated the issue, leading to over-designed layouts and social posts that lacked consistency. The absence of defined criteria for social media design further compounded these challenges. As the company expanded, it became evident that the brand needed to embody qualities of approachability and professionalism akin to a "friendly professor."

To address these challenges, I spearheaded a comprehensive brand refresh initiative. The first step involved defining a new primary and secondary typeface. The introduction of the "Outfit" font replaced the previous typeface, offering subtle differences in glyphs that facilitated clearer hierarchy in both print and digital designs. Additionally, the incorporation of the "Lora" typeface, accompanied by clear usage guidelines, added a touch of sophistication while aligning with the desired "friendly professor" persona.

Furthermore, I developed a suite of social media templates to standardize the brand's language across digital channels. These templates, integrated into our digital asset management system, streamlined the content creation process and reduced feedback loops. This initiative not only enhanced design efficiency but also ensured consistency in messaging and character count adherence across social streams, ultimately reinforcing Sentec's brand identity as both approachable and knowledgeable.

IPV 1 Interface Design

In 2023, Sentec achieved a significant milestone by acquiring Percussionaire Corporation, a distinguished entity in the medical device realm renowned for its pioneering contributions to respiratory care. Despite its innovative legacy, Percussionaire's brand identity lingered in a minimalistic and outdated state, presenting an opportunity for rejuvenation.

Concurrently, Percussionaire was finalizing the IPV 1 device for a limited production run aimed at testing and evaluation in hospitals. This juncture provided a strategic moment for rebranding and modernization efforts.

In response to this opportunity, I took on the task of redesigning the label for the IPV 1 device interface to align it with Sentec's sophisticated and approachable branding. Additionally, I was tasked with creating an "original Dr. Bird logo" as a tribute to Dr. Bird, Percussionaire's visionary founder.

The outcome of this initiative is a seamless blend of tradition and innovation. The newly crafted label for the IPV 1 device exudes sophistication while effectively incorporating the Dr. Bird logo alongside the Sentec emblem. This harmonious integration pays homage to Percussionaire's esteemed legacy while emphasizing Sentec's dedication to advancing respiratory care with cutting-edge solutions.