European movement against infectious diseases
- Brand strategy
- Brand identity
- Visual language
- Web design
- Brand manual
- Brand movie
Ecraid is the world’s first academic network to research (emerging) infectious diseases. European countries work collaboratively within this network so that action can be taken faster when infectious diseases present a threat to public health.
Today was given the challenging task of introducing this new network as a brand. At the same time, there had to be room within the brand for the recognisability of individual research projects. Ecraid needed ultimately to become a quality mark for clinical research into infectious diseases.
Our challenge was to develop the branding within a complex playing field to fit the academic world and industry. What emerged from the brand strategy was that Ecraid positioned itself as a movement of dedicated researchers at ‘the centre of excellence’. We set to work translating this into a compelling brand identity reflecting the ambitions of a pan-European research network.
Because Ecraid is a new movement where people are key, Today created four moving shapes which we called blobs. Each blob consists of two parts. The larger part is to the front with the smaller one behind. The larger shape can be filled with colour or else with an image or video. Functional but above all human.
Grand ambitions have been translated into an accessible web design. On the website, the network can present a clear view of which studies and projects are ongoing and which results have been achieved.
‘Today’s strength is the combination of creativity and strategic thinking. We’ve now got a solid foundation for the visual identity upon which we can build further.”