Rapid MedLab had an established logo and logotype, but needed an expanded brand identity for cohesive communication both digitally and in print. They wanted something colorful and fresh, that would contrast against local medical facilities and draw a younger crowd in to use their testing centers. 

Using the two primary blue colors from the logo as the base, I built the rest of the color palette using triad color schemes. This made for a warm, inviting, and refreshing palette that can be utilized in different hierarchies to tell the story. 

I developed iconography using the two primary blues and an additional accent color that could be drawn from any of the accent light yellow, light green, or light orange hues, depending on the color scheme of the design asset. The accent color gave each icon an extra pop of depth and playfulness.

For animated marketing efforts, I art directed an illustration style and created story boards to encourage people to seek testing in a pre-vaccinations COVID-19 pandemic world. Using the newly developed brand colors, patterns, iconography, and the illustration style, the Rapid MedLab brand identity really came together for their services and efforts to encourage frequent testing in the city of St. Louis.