Inside Out Communications - ©2007

Inside Out Communications
"Tracks"

BioRad

Industry: Health

The Digilab division of Biorad needed to re-invent its own image. Their static, heavily product-based literature didn't convey the sophistication and excitement their analyzers and infrared microscopes deserve. Long conversations with their senior product managers and interviews with users allowed the Inside Out team to position these instruments across the mindset of their different audiences, from the prestigious university chief researcher focused on getting the next grant, to the harried laboratory manager, the tight-fisted purchasing agent and the nervous young assistants.


While each user level has its own set of concerns, there's synergy in the solutions provided by the Digilab instrumentation.
At a glance, the reader can decide which aspect of the brochure to read first, and build his or her own description.
All Digilab print, from handouts to ads, was developed by Inside Out to convey an image of robust sophistication.
A quick read doesn't have to mean childish copy or a basic design.
It finally happened. This project caused the aloof product manager at Digilab to exclaim, "You really get it!" And the Inside Out team smiled.

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