In rapidly evolving markets, collateral must reflect the cutting edge technology and solutions it represents. When Midmark updated the look and functionality of its IQmark™ Digital Diagnostic products, the company retained Graphica to redesign the corresponding literature system. Working within Midmark’s global identity standards, we developed an intensely penetrating suite of literature that captures the most compelling aspects of Midmark’s advanced technology.

We created a striking visual architecture by using beautifully photographed anatomical figures. These sophisticated tone images provided the perfect background to highlight the fresh blue color of the new products. The emotional impact is underscored by the artistic application of gloss and dull varnishes. Generous white space allows the content to breathe and makes the product hero shots pop.

Organic, kinetic lines serve as a balance to the drama and subtly reference the fluid, intuitive character of the IQmark products. Designed for use by the sales force and distributor networks, this graphic representation of the product’s brand promise creates an instant, valuable connection with the audience. With this sleeker body of literature, Midmark is positioned to build greater equity in its brand experience.