The client wanted to make a splash about their innovations in using data, farmed from diagnostic and point- of-care machinery, as a way of improving patient and economic health.
The development of L1FE.0 was as a strategic proposal that positioned the clients’ Digital Diagnostics initiative not as a brand or campaign but as platform with a purpose, namely that the client should lead their industry in the data in healthcare discussion with L1FE.0 becoming a seal of integrity and authenticity.
The first step was to explore the notion of a mark or identifier that could be applied to any communications connected to Digital Diagnostics. The jumping off point was the general observation that binary code is essentially the DNA of digital data and that, similarly, organic DNA is like the source code for all elements of life.
The development of a mark and the overarching concept were brought together in a proposal for a visionary look-book.
CLIENT: ROCHE
