Branding safety in medicine

From authority to approachability

DMP plays a dual role: as an authoritative expert and a trusted guide. They organize, simplify, and clarify an otherwise overwhelming system. That duality became the cornerstone of our creative concept: Systematic Overview, a visual narrative rooted in precision and guidance.

The new identity is built around a hexagonal system — a nod to scientific structures and DMP's physical office space. These hexagons, previously part of the agency's visual language, were reimagined into a modular framework. Enlarged forms abstractly reveal the letters D, M, and P. It's a structure that scales effortlessly — from digital interfaces to printed report — while subtly paying homage to the agency's past.

A design system that knows no limits

Beyond the logo, the hexagonal logic extends into a flexible grid system used across layouts. This enables seamless text, images, and graphics integration, ensuring brand consistency while offering maximum creative freedom. The typeface is modern and sans-serif, precise yet approachable. The warm, human-centric photography style provides a soft counterbalance to the strict visual framework.

To empower DMP's 400 employees, we also developed an illustration generator — a tool that transforms the hexagon into adaptable, on-brand visual assets. Out go the low-res stock photos and off-brand clip art; distinctive, professional elements aligned with DMP's identity come in.

This is more than a rebrand. It's a design system that reflects DMP's role as a structured, insightful, and friendly guide in a complex healthcare world.