Preekem - Excel 2010 - Professional Laboratory Device - Preekem - a Chinese manufacturer of laboratory equipment - wanted a redesign of their best selling product to become compatible in Western markets. Digging deeper, we understood their real need was a new CI + brand name with a design language reflecting the new image, altogether with new products in functional design and benchmark solutions: handling ease thanks to a touch screen interface that is new to this market.
role: Creative Director
studio: WILDDESIGN Shanghai
2009
Preekem - Q2 - Professional Laboratory Device - Research laboratory equipment usually follows the principle “form follows function” in a dry, often bland way. WILDDESIGN employed a green horizontal band as the central design element. Usability studies from mockups made sure we also enhanced ergonomics, functionality and user interface. WILDDESIGN uniformly applied this design to both EXCEL-2010 Microwave Chemistry Workstation and Q2 Microwave Moisture/Solids Analytical Instrument.
role: Creative Director
studio: WILDDESIGN Shanghai
2009
Preekem - branding + GUI - WILDDESIGN’s international branding team developed the English/Chinese brand names plus a visual identity system for a fresh and contemporary launch into the Western market.
New functions became benchmark in the market: the user friendly touch screen interface. WILDDESIGN developed the complete user experience together with man machine interface specialist Prof. Astrid Beck | University of applied Sciences Esslingen | Germany.
role: Creative Director
studio: WILDDESIGN Shanghai
2009
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