Brandient’s mandate was to advice the client to conceptualize, develop, and implement a brand capable of sustaining the new business approach and desired growth, while integrating all of the business’ essential manifestations, from the visual identity, to people behavior and brand communication under the new brand idea.
The SECOM brand essence was defined as the enabler of a healthy lifestyle, responsibly providing access to integrative medicine. Moreover, respecting the corporate values of excellence, trust, and partnership and implementing these across all segments of the business model was quintessential to Secom’s brand reevaluation. Thus, a harmonious and nature-bound brand personality has been developed and designed.
The value proposition “nature, vitality and harmony” inspired the visual identity, the trio becoming the three hummingbirds arched into a perfect circle. The wordmark comprises a retail-friendly custom typeface.
A visual language based on people silhouettes and natural texture has been developed in order to address the various communication needs of the brand.
All major applications, including the design of the retail space, have been designed to secure the alignment of all brand ingredients with the business.