Responsibilities
• Strategic consultation (Japanese & European client)
• Imagery concept creation
• Coordination of photo shoot
• Art direction for photo shoot

Background
A new brand positioning for Olympus Corporate had been developed and had to be adapted to the Medical (MSD) and Microcopy (MISD) Division in the European market. Further on the visual language had to be reviewed and adapted. In the past there had been an inconsistent use of mixed imagery styles and themes as well as images which did not fully reflect the high-tech aspiration of the product.

Challenge
MSD and MISD are in need of individual, discipline specific communication in the fields of Healthcare and Life Science. The goal is to develop a unified business division appearance, which affiliates MSD and MISD on a visual basis, while differentiating their business fields by using separate positionings.
The task is to define a brand positioning for MISD that provides the foundation for a market specific imagery concept. MSD has already developed a specific positioning based on the corporate brand philosophy. The branding system of MSD can serve as a formal basis for the new positioning of MISD.

Solution
Optics are at the heart of everything Olympus Medical stands for. And it is he branch of physics that involves the behaviour of light.
All photography should therefore combine an outstanding use of light with content that reflects the majority of the Olympus brand values (Healthcare that serves Humanity).
The imagery should always use Active Light as the key principle, have a bright and clean look and use extraordinary perspectives to get inspiring images which captivate the spectator.
The subtle use of Olympus Blue and Olympus Yellow shows the strong connection to Olympus.

* Project during my time at Interbrand