EKF Diagnostics Global Brand Guide & Design System
Overview
A global brand refresh and design system update for EKF Diagnostics. OSP partnered with EKF to redefine the core brand and its sub-brands, creating a comprehensive brand guide to support internal teams during a period of significant organisational change.
The Challenge
EKF was undergoing major changes across its infrastructure, product design and senior leadership. While the company’s products were strong, its global marketing had evolved unevenly over time, resulting in inconsistent messaging, visual identity and brand voice across regions and teams.
EKF needed a clear, practical brand framework that would align internal stakeholders, strengthen brand recognition, and support consistent application across global markets.
Conclusion & Results
The Approach
We began with a thorough review of EKF’s existing materials, assessing design, messaging and brand consistency across the organisation. To gain a clear internal perspective, we conducted a brand survey with more than 30 EKF team members across different roles and functions. This insight highlighted where the brand had become fragmented and where clarity was most needed.
Working closely with EKF’s Head of Marketing, we redefined the core EKF brand and developed clear, distinct identities for its sub-brands: EKF Diagnostics and EKF Life Sciences. The brand book was structured around audiences, with tailored key messages and a bespoke look and feel for each of the four customer segments.
A flexible design system was created to allow teams to apply the brand confidently across segments and markets, while maintaining a consistent and recognisable EKF identity. Clear guidelines and templates ensured the brand could be rolled out efficiently to in-house design teams worldwide.
Key deliverables included:
- Comprehensive global brand book
- Refined EKF brand positioning and core principles
- Sub-brand identities for EKF Diagnostics and EKF Life Sciences
- Audience-led messaging framework across four customer segments
- Visual identity system and design guidelines
- Global templates for in-house teams and local rollout
The Impact
EKF now has a clear, unified brand framework that supports consistent communication across global teams. Messaging has been streamlined, visual consistency strengthened, and the EKF brand voice re-established.
Internal teams are equipped with practical guidelines and templates that can be applied across countries and markets, reinforcing EKF’s position in the global diagnostics sector.
“I had the pleasure of working closely with OSP on the creation of our new brand bible and the redesign of our brand identity, and the results have been nothing short of brilliant.”
