We really liked Abbott’s current visual identity. After reading up on the company’s history and values we saw that the visuals reflected that well. However, it seemed that the BinaxNOW visuals weren’t congruent with Abbott’s overall branding.

So, we thought 1) we could just reconfigure the package visuals to match Abbott’s existing visual identity OR 2) we could conceptualize our own visual identity for this product that we felt would meet our goals.