Industry
MedTech
Scope
Brand Positioning
Brand Strategy
Brand Identity
System Design
Art Direction
Digital Product
In 2021, with society recovering from the pandemic, Noccarc and Leaf Design partnered up to transform the brand positioning and strategy of Noccarc as the MedTech innovation brand and not just an equipment manufacturing company. The aim of the revamp was to unify and expand the larger vision of Noccarc, strategically & visually.
With the understanding and insights gained we crafted a brand new strategy and essence for Noccarc, targeting their communication & product architecture. Seven months of studying, strategising, and building resulted in a brand new narrative reflecting the new goals, values and positioning.
Understanding the industry
Conducting an extensive overview of the MedTech industry, the brand and the company profile helped us define Noccarc’s new values and positioning in the market. We articulated our understanding and insights to form a new strategy; from the identity to the product architecture. The process identified five key principles as the basis for the design system: openness, clarity, ambition, collaboration and leadership. These underlying themes mirror Noccarc’s mission at the intersection of innovation and technology.
Visual corollaries for the brand attributes were defined as the result being adaptive, systematic and connective in function with an approachable, aspirational presence.
Crafting an aspirational brand identity
Noccarc’s brand expression is dynamic, balanced, flexible and consistent, with scope for constant evolution. The N-Loop being the core element was followed by various brand assets. From the logo to all other identity elements, the approach captures the essence of growth and creation.
The modern design system with its minimalism, gives room for imagination, and the use of gradients in the illustrations brings a refreshing dynamism, reflecting the idea of integration and transformation.
The visual language highlighted the explorer, creator and caregiver archetype of the brand. This new narrative aims to redefine Noccarc’s position in the market, cultivating trust, transparency, and fostering open dialogue to encourage a culture of innovation in the workplace.
Identity System
Colour Palette
Brand Typography
Illustration Style
Brand Photography
Developing the communication strategy
The tone of voice was specifically developed after studying the B2B model and what the key requirements of the consumers falling in the category would expect and appreciate. The aim is to understand the user's flow of mind to ensure the communication remains human. The spectrum of our tone of voice:
Simplicity
They are concise, accurate
and thoughtful
They are concise, accurate and thoughtful
Proficiency
They are experts and
are willing to help
They are experts and are willing to help
Advocacy
They know what they are
saying and I know I can
trust them
They know what they are saying and I know I can trust them
Reliance
They understand my
needs and offer solutions
despite challenges
They understand my needs and offer solutions despite challenges
Curating an integrated digital ecosystem
The digital ecosystem was curated after understanding the needs and aspiration of the target consumer segment. Capturing the essence of growth & creation, the web design reflects how Noccarc is transforming assets into holistic experiences that impact the lives of many people.
The open, modern layout provides room for imagination and the use of gradients with the illustrations brings a refreshing dynamism. Reflecting on the idea of integration, transformation and brand essence, Noccarc’s digital ecosystem evokes a feeling of aspiration and connection with imagery showcasing human interaction with advanced technological innovations.
Life at Noccarc
We discovered that the largest number of visitors on the site would be from the 'potential employees’ consumer segment. It was hence crucial for the brand to bring transparency in communication to help attract the right audience. We tailored the content of 'Life at Noccarc’ and created an additional page, 'How we hire’ to display their mindsets while having an inviting appeal to it.
Grid and UI System
Product Nomenclature
Following the Alpha Numeric Holistic System for all product range which helps in creating a holistic packaged deal for the organisation to buy all 3 or 7 series products.
Customer Care
N-Lab
To achieve broad, aspirational goals all mindsets must be on the same page. N Lab is a conceptual thought curated to unify the brand ideology with their work and the steps they take to enhance the working experiences of the employees. The space brings attention and aligns itself with the working spectrum of the brand. It also acts as a confidence measure and aligning tool for potential employees and business investors.
The N-Spotlight focuses on nurturing a culture that blends technical knowledge and humanities to reduce ambiguity in the domain and increase reflective skills.
The N-Loop is the brand identity which reflects brand’s core value of transform, develop, integrate with infinite possibilities and growth.
Case studies is a space to highlight any internal steps taken by the team to improve the communication systems for team building.
Brand Social Engagement
Noccarc strives for genuine innovation (automation), research, culture, environmental consciousness, education, inspiration and of course talent to help with their new business goals. We curated a social media structure for them to communicate brand messages and themes to the right audience.
Brand Guide
The guidelines mentioned in the brand manual embrace Noccarc’s culture of experimentation, both in terms of possibilities and in the application of the design system. It can be used to define the touchstones for creativity, communication and articulation, and to equip the users (designers/non-designers/ anyone authorising any form of communication on behalf of the Noccarc team) to learn, and navigate through, the essential visual elements of brand identity.
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