Sotex medical products
«Sotex» is one of the largest pharmaceutical companies in Russia.
The Studio designed layouts for various medical products, including the key images and slogans. While working on these projects, we proceeded from the features of the contemporary pharmaceutical market’s segmentation specifics, the characteristics of the basic target audiences of the brand’s communication campaigns (they are, normally, distributors, pharmacists and doctors, and end users).
In the KV for promo communication of the nootropic drug «Neipilept», which is used in acute cerebral circulatory disorders, we combined a schematic representation of a neuron (which is easy-to-understand by the target audience — neurologists) and a metaphorical image of falling dominoes, in order to visualize an idea of blocking the "chain reaction" in the affected neurons.
This method — a combination of a clear visual image of the affected organ and metaphorical visualization of the medicinal product — was the dominant stylistic feature of our work in print and outdoor advertising for this client.
In the KV for «Ketoaminol» the icons symbolizing the organs, on which this drug for the treatment of kidney disease exerts a beneficial effect, are combined with an easy-to-read visual metaphor of a building under construction, being erected on a solid foundation.
In the KV for the ad prints of «Ornilatex», a drug that supports liver functions, the metaphor is based on the image of a modern building (shaped as the liver), whose fragile glass walls require regular cleansing. The slogan perfectly links with the visual.
In the KV for «Sustaguard Arthro», used in osteoarthritis, the graphic image of the affected joint is aligned with the image of a pencil eraser — thus, metaphorically visualizing the directed action of the drug.
The KV for «Bartizar» is based on a purely metaphorical image of a medical product that gives severe cancer patients a hope for prolongation of their fragile life.
A number of projects executed for «Sotex» was limited to redesigning of the existing printed materials.