Brands, are ever evolving and require a flexible expression that is relevant and compelling.
Beacon, Merck's brand idea stands for defining a new path forward, in healthcare. To limit the fatigue with the current visual expression of a "Beacon". I defined a fresh set of design principals that build on the potential of the Merck's brand idea - Beacon. And defined the new opportunities of expansion of the visual identity in the graphic approach and photography.
The first phase of the project was to define the design principles and expend the graphics. The second phase of the project was to apply the design principles and graphics to the corporate headquarters.
My role included: art direction, design and creative strategy. I created a new visual direction for the brand and worked with an environmental designer to bring the space ideas to life.
All sample images used here are for FPO only. All 3D renderings are done by Matthias Kaeding @ kaedingnyc.com