PBI Process Book by Danni Peng

Personalized Biomarkers Process Book

Cindy Wu, Tiffany Peng and Ying Tang

About PBI

Diabetes related research company that is developing a biomarker that helps Type 2 diabetic patients to discover if GLP-1 receptor agonist (GLP-1R) therapy is an effective treatment for them. â&#x20AC;˘ Currently still in its investing stage.

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About PBI Current Brand Promise The development of a biomarker that helps Type 2 diabetic patients to discover if the GLP-1 receptor agonist (GLP-1R) therapy is effective for them. History • PBI is formed due to the collaboration between the University of British Columbia, BC Diabetes, Prevention of Organ Failure (PROOF), and Personalized Medicine Initiative (PMI). • UBC and BC Diabetes both have access to rich diabetic patient databases that helps PBI to reduce and simplify its research process. • Created by an experienced team from UBC, PBI is currently finding investors that are interested to join this innovating research process.

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About PBI Strengths • • • • • •

Insightful technology that has a large demand in health care. Does not have large competition within Canada. Collaboration with leading medical institutions. Has access to trustworthy patient data bases. Company led by well known professionals in the medical field. Efficient and accurate tests that only requires one time usage.

Weaknesses • • • •

Existing competitors in European countries. Currently in it’s investment stage, can become financially limited. Biomarker still in development phrase. The design of the final product is still indefinite.

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About PBI Trends • The current diabetes treatment system is problematic because patients are all introduced to the same therapy, and its effectiveness differs hugely between them. Studies show that 43% of diabetic drugs did not work for their patients during 2011. • There is an increasing number of diabetic patients worldwide. It is estimated that there will be 55% more diabetic patients in 2035 compared to the 382 Million in 2013. • By introducing a personalized biomarker, not only can it help patients to receive the best treatment as soon as possible, it is also a cost-effective tool for both patients and the government to reduce unnecessary medical costs.

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Target Audience Need A tool for patients and physicians to know beforehand if a treatment can help Type 2 Diabetic Patients • Primarily focused on middle aged and above patients • New diabetic patients • Patients that have tried ineffective drugs Physicians • Conservative professionals that provide biomarkers to their patients

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Competitor Main Competitors • Academic laboratories • Diabetes detection companies • Other diabetes related companies Key Influences • It’s collaborators: UBC Life Sciences, BC Diabetes, PROOF, PMI • Leading diabetes research companies such as: Novo Nordisk, Mannkind Corporation, Lilly Diabetes Existing Perception of Brand & Brand Sector • Full of potential, Caring, Innovative, Professional, Precise

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UBC Life Sciences Department A world leading institution where successful biomarkers has been developed in the past. The university owns the largest life science institute in Canada and has a valuable collection of diabetic patient data. Visual Strategies

• Consistent colour palette that matches with school identity • Visually engaging, have new pictures on every page • Too much choices on navigation bars. The need to click on the arrow for a expanded list is confusing • Website visuals does not match with its logo • Logo looks outdated, does not have strong hierarchy and contrast PBI Process Book | Secondary Research | 8

PMI Umbrella company that focuses on a range of medical research in relation to personalized medicines. Currently PMI has 10 implementation projects, 6 companies spun-out, and has raised over $7MM in funding. Visual Strategies

• Consistent colour palette, typeface, and website layout • Clear and simple navigation • Minimalistic vector icons to guide the audience

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PROOF Non-profit organization specializing in blood-based molecular biomarker research and blood tests. Has successfully created biomarkers for conditions such as heart failure and kidney disease. Visual Strategies

• Logo has too much detail • Does not have a consistent visual identity • Unorganized website layout, heavily text based • Lacks visual elements to attract attention

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Canadian Diabetes Association A national organization that supports diabetic patients through research, advocacy, education and services in more than 150 communities. Mission

“...Leads the fight against diabetes by helping those affected by diabetes live healthy lives...and discovering a cure.” Visual Strategies

• Consistent use of colour palette • Website provides comprehensive information about diabetes. • Shares images of their patients • Over usage of images and unorganized categories distract viewers to gain direct information PBI Process Book | Secondary Research | 11

BC Diabetes Mission “To optimize care and improve treatment outcomes for every British Columbian living with diabetes.” Visual Strategies

• The combination of turquoise and dark blue evokes a clinical and scientific feeling rather than health and care • Consistent visual design elements • Clear and organized web layout for straightforward navigation • Large images to create visual interest

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Lilly Diabetes Global leader of diabetes healthcare. First introduced Insulin in 1923 and invented the first biosynthetic “human” insulin with recombinant DNA technology Mission

“Build a company that manufactured pharmaceutical products based on quality ingredients, precise compounding, and honest labeling.” Visual Strategies

• Uses red as a consistent and primary colour element • Usage of other primary colours are not consistent enough, might mislead the viewer • Modern website layout with clear categories PBI Process Book | Secondary Research | 13

Mannkind Corporation Specializes in developing innovative technologies that enable pulmonary delivery of medicine. They announced Agrezza, which is the only inhaled insulin and only is available in the United States. Key Values

Teamwork, accountability, quality, communication, community, integrity, enthusiasm, trust and respect and diversity Visual Strategies

â&#x20AC;˘ Uses blue as its main colour palette â&#x20AC;˘ Website layout is very simple, but has consistent visual elements and clear information

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Novo Nordisk Global healthcare company with more than 90 years of leadership in diabetes care. This heritage also has given them experience to help people with other serious chronic conditions such as haemophilia, growth disorders and obesity. Visual Strategies

â&#x20AC;˘ Uses blue as its main colour palette â&#x20AC;˘ Website layout is very simple, but has consistent visual elements and clear information

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Competitor Review Blue: All competitors included blue in their design. Modern web layout with slide shows: Most companies used this layout for their website. Images on their homepage are usually healthy patients. Organized Categories: Most competitors organized their information in different categories. Itâ&#x20AC;&#x2122;s easier for clients to find the information they want. Sans Serif Typeface: All of them used sans serif typefaces for their logo and website design.

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Recruitment Since our stakeholders are potential employees, it is important for us to understand how individuals find career opportunities and news. The main ways of job hunting are: • Through job-hunting sites

• Through school or company websites • Networking strategies

• Conferences/ Career recruitment events

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UBC Life Sciences Department • Mission statement/values reflects in the description of Institute’s team/management • Provides strategy sessions for career path • No direct career opening listed. • Links to associated conference/ facilities/etc • Articles on new studies/research

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SignalChem Life Sciences • Contains description of company management, team, and employees • No direct career opening listed • Articles on company news and events are available

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Vancouver Coastal Health • Contains detailed career info • Provides links to many other sites • Comprehensive descriptions of position details • May take several re-direct links to get to the page one is looking for • There is also an employee blog

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BC Diabetes • Not much info about career opportunities • Has a blog for recent events and news • Allows visitors to comment, allowing more interactions and discussions • Comments can be directed to social media

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Stakeholder Based on the company profile, target stakeholder was divided into two groups: experienced medical employees and medical students. 路 Through the following design exercises, the goal was to find a balance between our stakeholders so both of their needs can be fulfilled through the final design deliverable.

路 Thus, our design team contacted two groups of participants: employees of SignalChem, a life science research company and medical students of the University of British Columbia.

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Stakeholder Julia Hooper Experienced Medical Employee Age:34

Julia is a skilled medical researcher that wants to have a change. After years of systematic research and unstable working conditions, she wants to find a new company that respects her and motivates her.

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Stakeholder Tom Smith Age: 21

Tom is a medical student. He is currently finding medical research companies based in BC, and wants to be part of a team that encourages him to be innovative and enthusiastic.

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Stakeholder Both Stakeholder groups are looking for:

路 An Insightful and stable research environment that encourages employees to become innovative and efficient. They usually gather job information through: 路 Medical research magazines and news sites 路 Leading researchers in the field 路 University Professors

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Priming Exercise To gather information from our stakeholders, we preprepared a set of design activities, includes a priming exercise and co-creation toolkit to gather information from real life participants. The main purposes of the priming exercises are: • To let participants become aware of their everyday working environment and future employment goals.

• Gain useful information from priming exercise to further prepare for our co-creation toolkit. • Understand the emotional qualities that potential employees want in an ideal working environment.

• Gain insights in their current working space, and what do they like or dislike about it. • To see how participants think individually and as a group.

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Priming Exercise priming exercise keyword selection Imaging your self in a perfect working environment, what kind of emotional qualities are you looking for an ideal working space? Select 5 key words that stands out for you the most. insightful

fair

respectful

relaxed

passionate

intelligent stimulating

caring

organized

confident

emotionally stimulating

innovative

focused

stable

united

professional

diversity

trustworthy

engaging

innovative

efficient

• Due to the busy schedule that our participants have, a simple and efficient exercise was designed to can help collect reasonable information.

• We provided an interactive PDF file that asked participants to choose five keywords that they think are the most important qualities in an ideal employment situation. • We asked each participant to photo document their working area and write down some thoughts about it.

photo documentation Please take some photos of your current workspace while keeping these keywords in mind and answer the following questions . How do you like about this place? What key word does this place reflect? Why did you take this photo? Why is this place significant?

Short description of this picture (eg. location and date) Responses for questions

Image

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Results of Priming Exercise PRIMING EXERCISE KEYWORDS SELECTION Imagine yourself in an ideal working environment. What kinds of qualities will you look for in such a perfect space? Select 5 keywords that stand out to you the most.

�

JOTJHIUGVM

SFTQFDUGVM

QBTTJPOBUF

caring

QSPEVDUJWF

Bmbitious �

FGGJDJFOU

�

FYQFSJNFOUBM

DPOGJEFOU

�

QSPGFTTJPOBM

IPOFTU

DIBMMFOHJOH

TUBCMF

�

JOOPWBUJWF

EFEJDBUFE

USVTUXPSUIZ

EJWFSTF

FUIJDBM

GBJS

FOHBHJOH

PHOTO DOCUMENTATION Please take some photos of your current workspace and answer the following questions: What do you like or dislike about this place? What keyword does this place reflect? Why did you take this photo? Why is this place significant? *You may use Microsoft Word or other comfortable method to document this part of the exercise. Format example Short description of this picture (eg. location and date) Responses for questions Image

PRIMING EXERCISE

My Office, Oct 29, 2015 This is the place I spend my most of the day in and get most of my work done. Key words: Productive”, “Innovative”

KEYWORDS SELECTION Imagine yourself in an ideal working environment. What kinds of qualities will you look for in such a perfect space? Select 5 keywords that stand out to you the most.

�

JOTJHIUGVM

SFTQFDUGVM

Bmbitious

QBTTJPOBUF

caring

FGGJDJFOU

DPOGJEFOU

�

TUBCMF

�

FOHBHJOH

�

QSPEVDUJWF FYQFSJNFOUBM

QSPGFTTJPOBM

IPOFTU

DIBMMFOHJOH

JOOPWBUJWF

EFEJDBUFE

USVTUXPSUIZ

EJWFSTF

FUIJDBM

�

Lunch Room, Oct 29, 2015 This is the place where employees can get together and have a few jokes while having lunch Key words: “Diverse”, “Caring”

GBJS

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Results of Priming Exercise PRIMING EXERCISE

PRIMING EXERCISE

KEYWORDS SELECTION

Imagine yourself in an ideal employment situation. What kinds of qualities will you look for in an ideal work environment? Select 5 keywords that stand out to you the most.

�

JOTJHIUGVM

�

SFTQFDUGVM

Bmbitious

QSPEVDUJWF

�

QBTTJPOBUF

�

caring

FGGJDJFOU

FYQFSJNFOUBM

DPOGJEFOU

QSPGFTTJPOBM

IPOFTU

TUBCMF

JOOPWBUJWF

EFEJDBUFE

USVTUXPSUIZ

FOHBHJOH

EJWFSTF

FUIJDBM

GBJS

Imagine yourself in an ideal employment situation. What kinds of qualities will you look for in an ideal work environment? Select 5 keywords that stand out to you the most.

JOTJHIUGVM

�

DIBMMFOHJOH

Bmbitious

SFTQFDUGVM

�

caring

DPOGJEFOU

QSPGFTTJPOBM

IPOFTU

TUBCMF

JOOPWBUJWF

EFEJDBUFE

EJWFSTF

FUIJDBM

FOHBHJOH

�

QSPEVDUJWF

FGGJDJFOU

QBTTJPOBUF

FYQFSJNFOUBM DIBMMFOHJOH �

USVTUXPSUIZ GBJS

Main desk, production room, Nov 4 2015 Likes: Compact, (mostly) everything you need in one place Dislikes: Can get cluttered when the day is busy Keyword: Efficient

PHOTO DOCUMENTATION

Please take some photos of your current workspace and answer the following questions: What do you like or dislike about this place? What keyword does this place reflect? Why did you take this photo? Why is this place significant? *You may use Microsoft Word or other comfortable method to document this part of the exercise.

Reason/Significance: Reflects where I spend most of my time and what I do

Format example

Format example Short description of this picture (eg. location and date)

Short description of this picture (eg. location and date)

Responses for questions

Image

This is the Biochemistry and Physiology department lab of UBC Faculty of Medicine. The place is a reflection of intellection and dedication. Michael Smith, one of the scientists who did his research in this building actually won a Nobel prize for his findings. One thing that I like most about this place is its professionalism, as everything seems to be really scientific and organized. However, the building looks really old and ugly from the outside. Scientists never care about whether their workplace look fancy or not, they think. But I know I do.

PRIMING EXERCISE KEYWORDS SELECTION Imagine yourself in an ideal working environment. What kinds of qualities will you look for in such a perfect space? Select 5 keywords that stand out to you the most.

�

QSPEVDUJWF

Bmbitious

JOTJHIUGVM

SFTQFDUGVM

QBTTJPOBUF

caring

FGGJDJFOU

QSPGFTTJPOBM

IPOFTU

TUBCMF

JOOPWBUJWF

EFEJDBUFE

USVTUXPSUIZ

FOHBHJOH

EJWFSTF

FUIJDBM

GBJS

DPOGJEFOU

�

FYQFSJNFOUBM �

DIBMMFOHJOH

Packing area, production room, Nov 4 2015 Likes: Things get done Dislikes: Many people to supervise, especially during busy days/weeks Keyword: Productive Reason/Significance: Reflects where things get done

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Analyzing the Results From the results of current employee: • A diverse range of participants, includes the supervisors, researchers, and sales associates did the exercise.

• The keyword selections showed a general pattern. Passionate, professional and innovative were chosen to describe their ideal working environment. From the results of medical students:

• Primarily showing the advanced equipment of their research labs. • Keywords such as insightful and challenging were chosen to describe their ideal working environments.

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Co-creation Toolkit The co-creation toolkit was consist of three timelines and two sets of keywords that required participants to share their past experiences, current situations, and future expectations in relation to medical work. At the end of workshop, participants were asked to convert their future expectations into visual representations (colours, logos, typefaces and colour typefaces) Through this co-creation exercise, the main goals were:

• To gain insights into medical working environments, and how employees within that space respond to it.

• To understand what are the differences that makes each company special and attractive to their employees.

• Inform us what are the qualities that medical employees look for in an ideal working space.

• Finally, designing a visual identity system speaks to the stakeholder based on the results that we received from the co-creation toolkit

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Co-creation Toolkit Two sets of keywords were provided to help participants describe their working experiences. When brainstorming the keywords, we used a bubble map to list various potential working conditions that might happen throughout participantsâ&#x20AC;&#x2122; careers. Then, we started to develop emotional qualities that described each working condition.

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Emotional Qualities

Co-creation Toolkit Final keyword lists:

Emotional Qualities insightful

relaxed

out dated

passionate

organized

disorganized

confident

flexible

misleading / confused

stable

focused

fast-paced

trustworthy

diverse

limited

stimulating

efficient

stressed / stressful

united

unequal

dead-end

engaged/engaging

disrespectful

repetitive

respectful

unstable

unpredictable

caring

under appreciated policy

unproductive transportation (commute)

professional

isolated isolating work/schedule

insultingjob position

insightful

relaxed

out dated

passionate

organized

disorganized

confident

flexible

misleading / confused

stable

focused

fast-paced

trustworthy

diverse

limited

stimulating

efficient

stressed / stressful

united

unequal

dead-end

engaged/engaging

disrespectful

repetitive

respectful

unstable

unpredictable

caring

under appreciated

unproductive

professional

isolated / isolating

insulting

innovative

dull

regular

unexpected

mind-numbing

educational

productive

trapping

ambitious

comforting

reassuring

innovative

experimental

uplifting

dedicated

effectivepolicy

challenging transportation (commute) secure

reputation

safe

frustrating

professional climate

Working Conditions

passive

Working Conditions busy

dull

company financial situation

regular

healthy Working environment

job position equipment

exciting /excited energetic

colleagues

confusing

inconsistent unethical

engagement / Initiatives values

support

vision & mission

reputation team spirit

boss

planning

professional climate company attitude

subordinates

safety

equipment

engagement / Initiatives power structure

clients / partnership

training

colleagues

unexpected

mind-numbing

educational

productive

trapping

ambitious

values communication

project / tasks / research

recognition

policy comforting

support Working environment reputation transportation (commute) innovative reassuring

vision /&compensation mission wage

resources

human rights

experimental work schedule

team spirit uplifting job position

boss dedicated professional climate

planning benefits

professional growth / future

social responsibility

effective

challenging company attitude equipment

secure subordinates engagement / Initiatives

safety workload

structure

sustainable practice

safe

frustrating power structure

friendlyclients / partnership

passive

ethical

inconsistent

training leadership

personal development

busy

exciting /excited

unethical

company financial situation location Working environment team spirit open-ended healthy attitude company

power structure communication wage / compensation

location

ethical

company financial situation

location open-ended

Working Conditions innovative

work schedule

friendly

colleagues

communication support wage / compensation

boss energetic

values

benefits confusing subordinates

workload clients / partnership leadership project / tasks / research recoginition of company

resources

project / tasks / research vision & mission

recoginition recognition of company

resources planning

human rights

professional growth / future safety structure training personal development recognition recognition of employee input

recognition of employee input

social responsibility sustainable practice

human rights

benefits

professional growth / future

social responsibility

workload

structure

sustainable practice

leadership

personal development

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Co-creation Toolkit

Various colour palettes were developed for participants to easily convert their emotional qualities into actual visual representations

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Co-creation Toolkit Final colour palettes for co-creation workshop, each colour palette is distinguish and unique

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Co-creation Toolkit 26 logos were chosen for the visual representation section. All of the logos are medical related and includes 3 different kinds of combinations: wordmark, figure ground, and wordmark+figure ground. L01

L03

L06

L07

L09

L04

L05

L08

L10

L11

L21

L22

L24

L25

L12

L13

L15 L16

L18

L19

L14

L17

L20

L23

L26

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Co-creation Toolkit Sans serif, serif, slab serif and decorative typefaces were chosen for the co-creation toolkit

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Co-creation We eventually narrowed down the numbers of typeface to 10, and showed participants different cases of each typeface.

Futura

Eurostile

Gill Sans

Didot

Garamond

Georgia

Bauhaus

Hiruko Pro Outline

Clarendon

American Typewriter

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Co-creation Toolkit Testing Before meeting with participants, we ran the co-creation toolkit with some design students. We refined some details of the co-creation toolkit based on their responses and suggestions.

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Co-creation Toolkit Part One: participants were asked to choose one working condition and two emotional qualities to describe what makes they satisfied and dissatisfied with their current work environment. The goal is to make participants comfortable with the workshop environment.

Participant A

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Co-creation Toolkit Part Two: Choose two working conditions and two emotional qualities to describe participantsâ&#x20AC;&#x2122; best and worst past work experiences. The goal is to understand the qualities that participants like and dislike. Best

Participant A

Worst PBI Process Book | Primary Research | 41

Co-creation Toolkit As a group, participants were ask to choose 3 emotional qualities that they want in an ideal work environment. Then they would be ask to connect each keyword with colour palettes, typeface, logos and images individually.

biotech biotech biotech logo

Image

logo Image

biotech biotech biotech

logo

Image

logo Image

biotech biotech biotech

logo

Image

logo Image

biotech biotech biotech

logo

Image

logo Image

biotech biotech biotech

logo

Image

logo Image

logo

Image

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Documentation

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Analysis Toolkit To analyze the collected data, taxonomy was used to record participantsâ&#x20AC;&#x2122; past and current working experiences.

*Since two participants were late for the workshop, weâ&#x20AC;&#x2122;re are unable to record their working experiences PBI Process Book | Primary Research | 44

Analysis Matrix was used to record participantsâ&#x20AC;&#x2122; choices in the future timeline

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Analyze Boxed display was used to record inspiring words from participants

*Since one participant was late and left early, we were not unable to record any key quotes from her

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Group Analysis Then we started to analyze the data as a group:

Medical Student

Experienced Employee

Quality

Typeface

Quality

Typeface

Effective

Research

Stable

Research

Logos

Work environment

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Group Analysis By comparing and contrasting results from both groups, a general pattern was discovered. For students, they emphasized on: • The results and purposes of their work. • Making their research to be meaningful and productive. • Choosing corporate style logos & modern and professional workspace images. Their choices reflected their understanding of professionalism.

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Group Analysis The employee group emphasized on: • The innovative and stable side of the company. They believed that they won’t have a good job performance if the job is unstable. • Expressive and abstract visual presentations that could stimulate them in their everyday work. The chosen typeface, Hiruko Pro Outline, was described as a typeface that encouraged them to “fill the empty space”. • Geometric and abstract logos because it reminds them of certain scientific languages and their personal stories. • An image with dynamic placement of sofa was chosen because they’d like to see a similar placement of office furniture in their current office.

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Group Analysis Medical Student + Experienced Employee Qualities

Colour Palettes

Work Environments

Logo

Insightful

Innovative

Challenging Stimulating Typeface

Research Research PBI Process Book | Primary Research | 50

Group Analysis In common, participants all emphasized on

• Emotional qualities, such as “insightful,” “innovative,” “challenging,” and “stimulating” to describe their ideal workspace.

• Eurostile, a square-like sans serif typeface and Georgia, a serif typeface that looks like times new roman. Especially for the second typeface, which was chosen for its common usage in studies and works. • Bright colour palettes with contrasting colours.

• Simplistic and geometric logos which encourage them to be creative and imaginative.

Before meeting the participants in person, we assumed they would be serious and have limited visual expression. Surprisingly, they participated our workshop with strong visual interpretation of what they like and dislike, and was able to make personal connection with given visual examples.

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Logo Development

Logo inspirations.

Based on our secondary research and tool kit analysis results, we listed out some key notes to keep in mind when designing the logo. Key notes:

Keywords:

• Speed, Safety, movement, precision

• Innovative

• Trying to use oblique sans serif typefaces to evoke a sense of movement • Using lines and curves to indicate direction and movement • Visually engaging but also legible

• Approachable • Efficient • Reliable

• Different tones of colours to create a depth

• Combination of serif and sans serif typefaces to create contrast

• Using bright colours to reflect innovation and possibilities

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Logo Development Personalizaed Biomarker Inc. Personalizaed Biomarker Inc.

Personalized Biomarker Innovative Healthcare Just For You

Personalizaed Biomarker Inc.

Personalized Biomarker Innovative Healthcare Just For You

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Logo Development

Personalized Biomarkers PBI Process Book | Final Deliverables | 54

Logo Development

Personalized Biomarkers Initiative

Personalized Biomarkers Initiative Personalized Biomarkers Initiative

Personalized Biomarkers Initiative

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Logo Development DNA logo inspiration

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Logo Development

Personalized Biomarkers Initiative

PERSONALIZED BIOMARKERS INC. PBI Process Book | Final Deliverables | 57

First Draft Visual Identity Proposal for PBI This design is aimed to reﬂect the innovative and approachable quality of PBI’s services. Using geometric shapes, the logo evokes a sense of modernism and attracts the viewer’s attention . Moreover, the round forms creates a smooth and caring quality.

Colour Palette

Image Inspirations

Typography

personalized biomarkers inc. Personalized Biomarkers Inc. PERSONALIZED BIOMARKERS INC. Frutiger 65 Bold 28pt

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First Draft Visual Identity Proposal for PBI This visual identity is an uniďŹ ed design that merges the initials of PBI together. It reďŹ&#x201A;ects the high edge and organized quality of the company. The highlighted square dot emphasizes the personalized technology that PBI provides to its clients.

Colour Palette

Image Inspirations

Typography

personalized biomarkers inc. Personalized Biomarkers Inc. PERSONALIZED BIOMARKERS INC. Avenir Regular 28pt

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First Draft Visual Identity Proposal for PBI Using abstracted forms based on the companyâ&#x20AC;&#x2122;s initials, the logo attracts visual attention and encourages the viewers to observe and discover what PBI provides. The highlighted dot reďŹ&#x201A;ects the precision and accuracy of the biomarker test.

Colour Palette

Image Inspirations

Typography

personalized biomarkers inc. Personalized Biomarkers Inc. PERSONALIZED BIOMARKERS INC. Eurostile Bold 15pt

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Logo Development

Feedback from one of co-funders of PBI He chose the first logo variation, and his comments were: • Very creative and fun

• The colour palette was too pastel like and would not work with the company • Could make the wordmark more legible

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Logo Development Further development Tried filling out the circles; adjusting the kerning; and adding extra â&#x20AC;&#x153;dotsâ&#x20AC;? to make the wordmark more legible. Personalized Biomarkers Inc.

Personalized Biomarkers Inc.

Personalized Biomarker Innovative Healthcare Just For You

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Logo Development

From the client feedback, we learned that PBI really like the idea of having a finger print in the logo, thus our group also tried adding finger print graphic into our logo design.

Personalized Biomarkers Inc.

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Logo Development

PB + New idea: Instead of solely focusing on developing on a wordmark, we decided to try design a logo as well. Merging the letters (PB) with the finger print to create a new visual logo

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Logo Development Logo rough sketches

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Logo Development Digitalized logo variations

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Logo Development Logo refinement

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Logo Development

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Logo Development Personalized Biomakers Myriad Pro Regular

Personalized Biomakers Frutiger 55 Roman

Personalized Biomakers

Typeface When choosing typefaces for our wordmark, we wanted to find a legible and rounded typeface that represents the friendly and approachable quality of PBI.

Garamond Premier Pro

Personalized Biomakers Gill Sans

Personalized Biomakers Ubuntu

Personalized Biomakers Lucida Grande

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Final Logo There are two configurations of the logo: a vertical version where all the elements are stacked and a horizontal version where the graphic and the wordmark are side-by-side.

Personalized Biomarkers

Personalized Biomarkers PBI Process Book | Final Deliverables | 70

Logo Variations • A fingerprint logo to indicate the personalized aspect of PBI.

Logo variation

Personalized Biomarkers Personalized Biomarkers Personalized Biomarkers

Personalized Biomarkers

• Logo shape customized to include the letters “p” and “b”.

Personalized Biomarkers Personalized Biomarkers

• Straightforward icon related to biology and personal identity. • Easy to understand and relate.

• Logo shape is made of organic and smooth lines in order to create an approachable and warm image.

Personalized Biomarkers

PBI Process Book | Final Deliverables | 71

Colour Palettes Primary colours

Primary colour: • Bright and contrasting colours. • The colour blue represents the scientific and innovative aspects of PB.

Secondary colours

• The colour yellow represents the energetic and approachable side of PBI. Secondary colour: • White for highlight. • Grey scale to balance the colours in certain designs.

PBI Process Book | Final Deliverables | 72

Typography Primary typeface

Lucida Grande

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

• We chose common typefaces that can be found in both mac and window systems. • Convenient and accessible. Primary typeface: Lucida Grande

• Warm, neutral and legible. Secondary typeface

Cambria

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

• Matches the organic shape of the logo when placed together. Secondary typeface: Cambria

• Practical typeface.

• Readable on both digital screens and print.

PBI Process Book | Final Deliverables | 73

Brand Strategy Vision

• Provides fast and accurate diabetic treatment. Mission

• Providing fast and accurate treatment through innovative technology. Trueline

• Providing innovative and approachable services with accurate results you can be confident in.

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Brand Strategy

Personalized Biomarkers

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Digital Deliverables Website • Official website.

• For online information about the company. • For patient contact and for career seeking opportunity as well.

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Digital Deliverables

Website mockup PBI Process Book | Final Deliverables | 77

Digital Deliverables

PowerPoint template for meetings, conference presentation, etc.

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Digital Development PowerPoint Template

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Stationary Set & 3D Materials â&#x20AC;˘ We designed a consistent set of stationary and 3D materials.

PBI Process Book | Final Deliverables | 80

Business Card Two Variations

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Stationary Printouts Stationary printouts for the final presentation

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2D Materials

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2D Materials

Banners To provide potential employees a basic understanding of the companyâ&#x20AC;&#x2122;s environment.

PBI Process Book | Final Deliverables | 84

3D Materials Banners â&#x20AC;˘ For meetings and event display such as conferences.

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Company Merchandise

We designed a set of customized company merchandise to reinforce PBâ&#x20AC;&#x2122;s corporate culture and its approach to welcome new employees. PBI Process Book | Final Deliverables | 86