Born and raised in Italy, Bracco is an industry leading multinational healthcare company within diagnostic imaging. As Bracco grew to become one of the industry leaders within their field, the company’s digital communication was outdated and a bit of a mess with 10+ websites across business units and group subsidiaries. What Bracco needed was consistency, user-centricity, and a clear direction.
When the project was done, the team celebrated with Bracco with a festive lunch in central Copenhagen. Unknowingly, I ordered a Latte after lunch. The party litterally stopped and the Italian client looked suspiciously at me, before they bursted into laughter! You NEVER drink latte in the afternoon – lattes are for 10am or earlier – and after that ONLY espresso!! Lesson learned 😄☕️🤌🏼
This was a truly international project – where everybody on the team- and client-side felt comfortable, welcome and constructive from the get-go. The lesson in Italian coffee culture was a great example of our warm relationship.
“I am not supposed to be here”
The tipping point for winning the account was something very non-digital. It was a conceptual poster – a campaign idea with a strong message. The headline was “I am not supposed to be here” superimposed on a photo of a woman, missing one breast. looking straight in the camera. In the search for a clear purpose – this sentence defined Bracco due to the very real consequence of CT scans and Braccos contrast fluid products, enabling doctors to detect breast cancer in time. Suddenly, the anonymous, transparent fluid in a tiny bottle, became very tangible and had a clear purpose.
Simplify to Amplify
The concept made Bracco realise, that clear, clever and powerful messaging would leverage the company and make their purpose a lot more relatable externally and internally. Simplify to Amplify became my mantra of how I approached the design and the rebrand.
A carefully considered user experience (UX), focusing on elegant design, clear messaging, and SEO-readiness – supported by a new colour palette, typography, graphic elements, image style, and tone of voice. Collectively, to tell the Bracco story in a friendly, compelling, and engaging way.
This approach allowed us to create a strong, unified storyline and visual feel across all Bracco Group businesses. To build a stronger and more competitive global presence and ultimately drive potential customers and partners closer to the Bracco brand.
I was the creative director of all visual assets, such as photography, illustrations and animations. The photos was created on an amazing 3 day marathon with me, Niclas and an amazing team – producing thousands of stills, videos and drone shots – across Switzerland and Italy.
And as a cherry on top, the new Bracco.com was awarded Gold in the Website B2B category at the 2023 dotCOMM Awards🍒
95th Anniversary campaign site – Storytelling
The purpose of this campaign was to create awareness around Bracco’s values, progress, and ability to innovate. A micro-site was created – telling a short story of Bracco’s journey to show this in an engaging, storytelling way.
The wonderful Rikke Kunst illustrated the visuals and I created the idea, logo and visual concept.
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🥇 Recognition
✏ dotCOMM Awards – Gold
💼 The client
👔 Corporate website
✏ Bracco
🥳 Bracco 95 Anniversary website
✏ Bracco 95 Anniversary
📷 Photography
✏ Niclas Jessen
✍🏼 Illustrations Bracco Anniversary
✏ Rikke Kunst
🙋🏼♂️ Agency info
✏ This project was done at Frankly
