No Shame in the Best Quality of Life
Coloplast is a Danish multinational company that develops, manufactures, and markets medical devices and services related to ostomy, urology, continence, and wound care. They develop products and services to make life easier for people with deeply personal and private medical conditions; conditions often associated with trauma and taboo. Coloplast believes that the more intimate the condition, the greater the requirement to come closer to customers, to help understand their unique needs through respectful practices. They refer to this as Intimate Healthcare.
But there was also a strong presence of product pride in the initial client meetings; and rightfully so as their product quality was high. How best to communicate all of the above to not only to their customers, but to healthcare professionals through educational materials and reference sources?
At the time much of their print materials were focused on basic data arrangements and some thoughtful product photography on basic gray backgrounds. My goals with this project were to take their existing (global) brandmark and (some of) their lifestyle photography; and create a new branding system to use with the U.S. audience. I art directed new product photography arrangements, created digital product-use and data illustrations, and created a color palette that allowed for the product pride to be present, but not so overbearing that it diluted the actual product content needing to be communicated. Helping the often taboo discourses transform into professional and trustworthy dialogues.