Actelion Imagery Wizard
corporate imagery tool
Actelion Pharmaceuticals Ltd
Actelion is a biopharmaceutical company that researches, develops and markets medicines for diseases that still lack adequate treatments. »Create a new identity for our brand Actelion. Don’t touch the logo, but create something the world of pharma has not seen before.« In keeping with this premise of Actelion, the brand consultancy Interbrand in Zurich conducted an initial review and discovered a generic image world with scientific motifs that lacked differentiation to the competition. Based on the idea »From medical industry to medical magic,« a new visual identity was developed that uncovers the invisible magic moment of medicine.
The new imagery is based on the smallest possible unit: digital molecules. These capture the magical moment when new medicine arises from molecules; innovative design for a company that supplies the world with innovations. We worked closely together with Interbrand in creating the graphic imagery and developed a tool for automatic image generation that enables the generation of a unique, in-itself homogeneous graphic image world out of heterogeneous visual material. The new visual identity is featured in the 2010 annual report and continues to evolve in its updated website.
»The best relaunch of a corporate design and award,« was the opinion of the jury when the Corporate Design Prize 2011 was awarded. Juror Wolfgang Seidl described the project as »Magic! A great idea with a fall height and a distinctive character.«
The Processing-based software was developed especially for Actelion. It enables the targeted creation of graphic images based on photographs, whose visual information contained in the tool is translated into graphic elements such as points, lines and curves using special algorithms. There are a number of presets, as well as countless possibilities – through expanded editing and settings – for making fine adjustments on individual graphical elements. It is even possible to edit the underlying photographic template later on without having to switch to other image processing programs. The software allows both the print vector data and the information for digital media to be exported. Extensive adjustment possibilities for the animations are also available in a separate animation menu. Thanks to the software’s modular construction, new additional modules can be easily programmed that allow the software to be expanded on for years to come so that the corporate design can also be continually revived.
The tool allows the export of vector data for the usage in print media as the 2010 annual report, which was designed by Interbrand Zürich.
The software allows both the print vector data and the information for digital media to be exported. For the initial step of the rebranding the animations were used for the company´s website.