Guardian Branded Program
The Guardian Program developed in the late 2000s' to brand the Richard Wolf Medical Instrument's Service & Repair Program was ineffective as just a wordmark, visually out-of-date and not utilized effectively through messaging in the Sales Field. The design approach I implemented, was to reinforce the perfect name—Guardian—through a visual metaphor. The name itself is a metaphor for defender or protector; and, along with the use of the shield symbol with the Richard Wolf logo at its center, the program portrays the fundamental mission of the program. The program brand messaging communicates, protecting performance of all endoscopic instrumentation.