Axis-Shield

Annual report 2010

Axis-Shield is one of the UK’s leading medical diagnostic businesses, developing and manufacturing in vitro diagnostic tests for clinical laboratories and at the point of care, with point of care, laboratory and distribution divisions in the UK and Norway.

When we were appointed by Axis-Shield to produce its 2009 annual report we were set a clear brief – develop the business’s new tagline “Innovation for Life”, represent Axis-Shield’s people across their different sites, and maintain a tight control on project timings and costs. For the 2010 report we needed to move on from this tagline, developing the idea of “Making a Mark”, referencing the company’s point of care products, the real life benefits of its services and performance of the business.

Supporting the “Making a Mark” theme we used three sub-themes to head each of Axis-Shield’s three divisions – Pinpointing the Problem Fast (Point of Care), Discovering More to Make a Mark (Laboratory), Going the Direct Route (Direct Distribution). We had originally developed lifestyle imagery to accompany these themes, showing how Axis-Shield services help people identify diseases earlier to give them the best chance of recovery, but later in the project it was decided to shift to more operational photography that we had shot on location in Dundee and Oslo.

We developed the expanded overview section that we introduced in 2009, giving a dedicated statement to progress Axis-Shield has made in the area of diabetes identification, as well as an updated product pipeline and other areas of research. We also used a remote editing solution which allowed Axis-Shield greater control during the production cycle.