Our brand repositioning strategy
included changing the name from the
Research and Education Institute at
Harbor-UCLA Medical Center to the Los
Angeles Biomedical Research Institute,
emphasizing its location and focus.
Integral to the naming strategy is the short
name "LA BioMed" for common use. The
focal point of the new visual identity is a
distinctive and flexible mark portraying the
concepts of collaboration and discovery.

A comprehensive graphics program
was developed to address a wide array
of media and applications. The dynamic,
consistent presentation of LA BioMed
differentiates it from its competition,
creates a sense of unity and energizes
both its fund-raising and recruitment
efforts.

Graphics standards and guidelines
were created and published in electronic
form for distribution on CD's and through
the organization's intranet. Employees
and staff are able to easily download and
produce useful communications using
these resources.

A redesigned web-site home page
maintains a clear visual cohesion with
other communications and improves the
site structure.

LA BioMed occupies a significant portion of
a large urban campus shared with Harbor-
UCLA Medical Center. In the past, no
distinction existed between the research
buildings and those of the medical center.
We developed a simple cost-effective
system of building markers for all LA
BioMed buildings, creating a sense of
place and emphasizing the scale of the
institute.