CLIENT: Macdonald's Prescriptions
INDUSTRY: Pharmaceuticals, Healthcare
Since collaborating with Adam Lupton on the original rebrand, I've been working very closely with the company's Home Healthcare division. Not long ago, Macdonald's moved into a new location complete with a brand new showroom. With this new opportunity, I was able to design interior signage and product displays to best merchandize their showroom.
Design ProcessThere are different ways to approach new branding projects and rebrands. With rebrands, you must start by gauging how much change the client is open to. The Funnelling Design Process is an ideal way to place concepts onto a visual scale, helping the client articulate their needs.
“Serving Vancouver Since 1926” was the message we wanted to embody for a company with so much history. We wanted to retain some vintage aspects of the current Macdonald logo while keeping it fresh as it enters new markets. An updated 'M' icon and a wordmark was what we were aiming for.
My first presentation offered 4 concepts ranging in diversity. The first concept was a modernized rendition of the current logo with sans serif type. The second concept took inspiration to early signage. The next two concept took a more drastic departure from the original by changing the 'M' icon and the fonts. The final concept was the most dramatic with a graphic circular design as the new 'M' icon.
During the design process we delivered a new 'M' icon that had modern aspects while still retaining a vintage look. To maintain consistency, each department shares the updated cursive Macdonald’s wordmark with the department name underneath. Each department is represented by their own color. The brand is described as clean and crisp, resembling a professional, hygienic feel.
Concepts were derived using the Funnelling Design Process. While the company's heritage played a large role in concept generation, we knew we needed to create a sophisticated set of graphic assets as the logo and brand were going to be used in a variety of applications.
My graphic design work for Macdonald's ranges from trifold handouts, posters, trade show materials, marketing assets, van wraps, websites, and even interior signage.
The most interesting thing about working in the health care industry is the audience that it caters to. It's important to be mindful of how you promote your message. Sensitivity is always considered, empathy is always employed.
With the help of my collaborator, Adam Lupton, we designed a vast website that housed each departments information and services, complete with product catalog. We used brand colors to help distinguish parts of the site.
A lot of times, branding requires the need for printing, building and sometimes web development. With my partner, we were able to handle everything digital. Yet we needed to outsource other contractors. We got our stationary printed from personal contact and our website developed by a Drupal developer. I handled all contract negotiations and get through to the finish line.