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TrueView
Radiology Centers Identity
Challenge
TrueView Radiology, whose branding was
too generic and hard to “read,”
needed a new identity that was capable
of supporting a comprehensive targeted
campaign.
Solution
TrueView’s strength lies in its
ability to study patients in the position
of pain using a stand up, weight-bearing
MRI. This forte is embodied in the new
branding: the eye has an obvious relationship
to radiology’s quest for diagnostic
imaging; the iris and pupil are concentric
circles that resemble the magnets of
an MRI machine; lastly the human figure
is standing up and allowed to assume
different positions in the machine.
Results
Rayhawk’s rebranding initiative
provides TrueView with a powerful identity
that is both memorable and distinctive.
Quote:
“My goal in designing an identity
is to illustrate the nature of an organization
and ultimately its personality and soul.
TrueView’s new icon is a modern
interpretation of da Vinci's Vitruvian
man superimposed with a semi-translucent
eye - a clean yet complex system because
TrueView is about clearly visualize
the complexity of our anatomy."
-Jackson Wang, Identity Designer,
Rayhawk Corp.
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Manhattan
Capital Partners Identity
Challenge
To create a brand for a multinational merchant
banking and corporate strategy firm.
Solution
The sextant is an old-fashioned global positioning
tool, used to help seafarers cross the oceans.
This navigational instrument contains a graduated
60° arc, used for measuring the altitudes
of celestial bodies to determine latitude
and longitude. While based on the same optical
principle as Hadley's quadrant, the sextant
is usually made of metal, with a nicer graduation,
and telescopic sight.
Result
manhattanCAPITAL’s new icon has global
appeal and conveys trust and confidence.
Quote
“With strategic alliances across the
globe, manhattanCAPITAL helps clients transcend
cultural differences and barriers to entry.
In essence, they navigate people and ideas
across the seas to a new destination.”
Han Haque, VP Production, Rayhawk Corp.
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Work
Injury Online Identity
Challenge
To create an identity that portrays Work Injury
Online (WIO) as a conduit for people seeking
medical care and legal representation.
Solution
Rayhawk delivers a logo built on the acronym
“WIO”. The central component of
the logo is a man holding his back in pain
while still raising his other hand towards
the sky – a sign of victory even in
the face of injury. The man also cleverly
serves as the letter “I” in the
WIO acronym.
Result
The logo effectively conveys that Work Injury
Online is here to help people fight back.
It clearly communicates the strength that
WIO provides to victims of work-related injuries.
Quote
“This logo is built around the middle
letter of the WIO acronym which is shaped
like man who is clearly in pain, but defiantly
fighting back. It conveys a powerful visual
message – Work Injury Online is here
to help injured people get their lives back
on track”
Han Haque, VP Production, Rayhawk Corp.
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CraveRolls
Product Naming | Typography
Challenge
A client on the verge of launching a new line
of frozen foods needs an effective product
identity that anchors the entire campaign
and serves as a branding building element.
Solution
As a brand building strategy, Rayhawk aligns
the first product’s name with the brand
itself to create “CraveRolls.”
To further strengthen the products retail
presence, Rayhawk renders the name “CraveRolls”
with attractive, eye-grabbing Typography.
Result
The CraveRolls product name elicits an emotional
connection with its target audience. In addition,
the identity’s typography has a primal
feel that taps into the consumer’s consciousness
at a very visceral level. The result is a
product identity that influences consumer
behavior and drives sales.
Quote
“The CraveRolls identity, looks appealing
and makes you feel warm and excited about
the product. That is a solid accomplishment,
especially during the initial launch of a
new product line.”
Riaz Surti, President, Crave Enterprises
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Velocity
Sport Identity
Challenge
To create a leading-edge identity for an established
high-performance automobile tuner that conveys
a dynamic and exciting image.
Solution
A new icon that is both distinct and powerful.
With a brush metal finish, the icon imparts
both finesse and force. The name was truncated
to simply “Velocity Sport” and
was rendered with typography that is aligned
to Audi and Volkswagen’s branding.
Result
Velocity Sport’s new branding is aimed
with the company’s target market: Young
successful automobile enthusiasts who want
giving their car a high-performance edge.
Quote
“The goal here was to create a visually
powerful corporate identity that would effectively
place VelocitySport in a different league
that the rest of it’s competitors. This
new logo does exactly that.”
Han Haque, VP Production, Rayhawk Corp.
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