Midmark Diagnostics Collateral

A striking
body of
literature

Dramatic imagery lends a human touch to advanced diagnostic products.

In rapidly evolving markets, collateral must reflect the cutting-edge technology and solutions it represents. When Midmark updated the look and feel of their IQmark™ Digital Diagnostic products, they approached Graphica to create a corresponding literature system that would capture the most compelling aspects of this advanced technology.

We created a unique architecture for the collateral, paired with a strong visual of beautifully photographed anatomical figures. The sophisticated silhouetted model images provided the perfect background to contrast with the fresh blue color of the newly designed products. The interaction between the emotional human forms and the clinical product detail shots was carefully balanced and optimized with generous white space, and further enhanced with a contrasting gloss and dull varnish print technique.

Designed for use by their sales force and distributor networks, this highly artistic collateral series created immediate awareness for the IQmark product and elevated Midmark’s overall brand perception.