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.
MedTech is every product,
service and solution using
medical technology to
improve people’s health.
The identity takes
inspiration form the
nature of the loop
and the letter “N”
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.
Moving ahead with the
B2B model the brand
works with data centric
processes and scope of
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:
They are concise, accurate
and thoughtful They are concise, accurate and thoughtful
They are experts and
are willing to help They are experts and are willing to help
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
They understand my
needs and offer solutions
despite challenges They understand my needs and offer solutions despite challenges
designed for the new
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
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.
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.
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.