AIM

AIM partners with pharmaceutical, biotech, and life science companies to design and build efficient, high-performing supply chains. With extensive industry expertise and a proven track record of success, their brand identity, however, failed to reflect these strengths. It appeared outdated and lacked consistency. To align with their professionalism, innovation, and exceptional value, AIM required a refreshed brand identity. Additionally, they needed to revamp their existing marketing materials and create new, cohesive assets that would accurately showcase their capabilities and vision.

AIM had used their old logo for six years, and while it held some recognition among existing customers, it failed to stand out in a competitive market. They wanted to preserve the essence of their brand while making it more appealing and relevant to their target audience. Particularly fond of the "wheel" element, which represented their broad service offerings and dynamic approach, they sought a way to enhance it. Instead of a complete redesign, we opted for a subtle yet impactful refresh. We refined the wheel's shape and color, giving it a sleeker, more vibrant look. Additionally, we updated the typography with a modern, legible font. The result was a refreshed logo that better captured their brand's personality and values, while drawing more attention and resonating with a wider audience.

We leveraged AIM's brand colors to craft a sophisticated, dark theme, while adding visual depth by incorporating a smooth, dynamic background color transition as users scrolled through the pages. Subtle animations were strategically used to emphasize key content and guide the user’s attention to the next section. Thoughtful typography and ample whitespace ensured that the copy was not only easy to read but also clear and engaging.