Take a look inside yourself

FOR WHOM?

Esculab. Medical laboratory

WHAT WAS THE TASK?

Esculab, a medical laboratory brand, was looking for a new visual identity — one that would highlight the connection between our inner and outer worlds, thus, emphasizing the importance of medical analyses.

AND WHAT WE'VE DONE?

Let's face the truth: we often overlook the small things until we understand their impact on something larger—like our lives. That’s why Esculab medical laboratory became a bridge between the micro and macro worlds within the human body. Firstly, using AI, we create "micro" versions of all the visuals we use, placing them inside a lens-shaped Esculab logo. Secondly, through procedurally generated geometric patterns, we link the macro and micro worlds together, showing how they influence one another. If that’s too complicated, just take a look inside our case study.

RESULTS

The cross-media approach reached approximately 3 million people, with a frequency of 3, specifically targeting about 2 million women aged 25-45. This significantly boosted brand awareness and achieved remarkable coverage. Additionally, our new AI-powered workflow saved at least two months in production time.

BICKERSTAFF.475

Creative director: Illia Anufriienko

Art Directors: Oleksandra Spasova, Polina Blyzniuk

Graphic/Motion Designers: Elizabeth Bilohub, Oleh Shava

Designers: Dmytro Kifuliak, Liza Popova

Copywriter/Creative prompt engineering: Vlad Minchev

Senior Project Manager: Hanna Oryshchenko

Head of strategy: Serhii Lizunov

Strategist: Masha Kochurenko

ESCULAB

CMO Esculab: Anna Konyk

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