From a European champion to a true global brand
Transforming one of the biggest European medical societies into a global science brand: ESCMID, the European Society of Clinical Microbiology and Infectious Diseases, continues to grow and gain influence worldwide. Scholtysik consolidated and streamlined the extensive brand portfolio and renamed the congress ESCMID Global. At the same time, we renewed the complete visual identity and brand communication.
Six of the global top ten most causes of death are infections. The rapid spread of the COVID-19 pandemic and growing antimicrobial resistance highlighted the threat of infectious diseases in a dramatic fashion. Both emerging infections and antimicrobial resistance require intensified global collaboration in medical research and practice. ESCMID is adapting to its growing role and strengthening its organisation to meet the new global challenges. That includes research, education, guidelines and plans for closer industry cooperation for faster development of new drugs and vaccines.
Renaming: The European congress becomes “ESCMID Global”.
ESCMID holds the world's preeminent congress on clinical microbiology and infectious diseases: Some 20,000 participants and 8,000 submitted abstracts make it the biggest and most comprehensive conference in the field. By changing the congress name from “European Congress of Clinical Microbiology and Infectious Diseases” to “ESCMID Global”, the European society sends out a clear signal to the wider community and adapts to its new role of a global leader.
In addition to the naming, Scholtysik created the complete graphic concept of the congress including digital and physical signage, programme books, presentations, and interfaces of the streaming platform and the congress app.
Micro-organic Design
Scholtysik developed a dynamic visual identity to allow space for the diverse perspectives of microbiology, infectiology, pharmacology, infection control, nursing, and public health. Its core feature is a dynamically changing, abstract, micro-organic world in a characteristic colour mood. This is complemented by authentic imagery depicting daily professional life in both lab and clinic which creates a clear distinction from the highly cleaned and polished industry visuals.
User-centered website
Scholtysik developed a new information architecture based on user research and the organisation’s strategic goals. The modular components of the new interface are designed for richer and more varied contents and improves legibility and orientation.
Concerted stakeholder and launch communication
Scholtysik was responsible for coordinating communication regarding the various rebranding efforts with the various stakeholders: members, study groups, committees, other medical societies, medical press, and industry partners. This included communication strategy, PR and media, and both leadership and membership communications.