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Anatomy of a Rebrand #3: Big Idea — Design & Execution
SCORR Gets You There represents the verbal expression of the branding concept. Developing a graphic approach that supports and amplifies the statement and then applying it across platforms that range from advertising to smart screens is both the hard part and the fun part to a team of designers like SCORR’s.
As a full-service marketing group with global capabilities and concentrated expertise in drug development and health care, the “Anatomy of SCORR” analogy was a natural choice. However, because we have expertise in many other marketing areas, it was important that the concept be flexible enough to turn in different directions.
As we’ve grown over the last nine years, we’ve developed specialized teams such as account services, creative, communications, business development, administrative, market research and SCORR Interactive. These teams all offer specific skills and work in tandem in order to meet our clients’ goals. This became an important element of our big idea process, because, coupled with our passion and values, this seamless integration of services is what has made us successful.
Ultimately, a silhouetted character filled with a distinctive dot pattern grid was chosen; the grid element is also echoed in other aspects of the design motif. This character is juxtaposed with sketch-style medical illustrations representing the parts of SCORR that make us vital to the success of our clients. These elements are complemented by an extensive system of illustrated icons to dynamically tie visual and verbal elements of the campaign that differentiate SCORR through core messaging.
The most vital element of the big idea in this context is integrity – that the messaging, the design and the graphics are used consistently and in balance, whether they are applied to a website, billboard or business card. We lavished great care and attention on color, typography, placement and spacing.
About SCORR Marketing
SCORR collaborates with energetic companies to develop “next-phase growth strategies” and utilizes a disciplined approach to marketing plans that ensures solid incremental growth year after year, creating tangible results. SCORR’s team includes dedicated talent with worldwide experience in brand development, client perception, copywriting, corporate identity, design services, interactive/Web, marketing strategy, media, public relations, social media and trade shows and events. SCORR Marketing has offices in Europe, Seattle and Omaha with headquarters in Kearney, Nebraska. Connect with SCORR Marketing on Facebook, Twitter, YouTube and LinkedIn.