EKF Diagnostics | Unifying a Global Brand Around Different Audience Needs
Building a practical design and messaging system that supports consistency through organisational change.
01 • THE CHALLENGE
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.
02 • THE thinking & Doing
Our Thinking & Solution
We began with a thorough review of EKF’s existing materials, assessing design, messaging and brand consistency acrossthe organisation. To gain a clear internal perspective, we conducted a brand survey with 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 brandbook 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 toallow teams to apply the brand confidently across segments and markets, while maintaining a consistent and recognisable EKF identity. Clear guidelines andtemplates ensured the brand could be rolled out efficiently to in-house designteams worldwide.
Input from multiple employees helped inform the framework, including tailored communications for four customer segments and complementary identities for EKF Diagnostics and EKF LifeSciences.
03 • RESULTS & IMPACT
The Impact
EKF now has a clear, unified brandframework that supports consistent communication across global teams. Messaginghas been streamlined, visual consistency strengthened, and the EKF brand voicere-established.
Internal teams are equipped with practicalguidelines 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." Kevin, EKF
