GIBLIB Rebrand
Project Role
Creative direction, brand design
Creative direction, brand design
Deliverables
Logo redesign, brand guidelines, Figma design system
Logo redesign, brand guidelines, Figma design system
Client
GIBLIB
GIBLIB
GIBLIB is a media production company that documents cutting-edge surgical procedures and medical lectures and offers them up their own subscription-based learning platform. With content partners like Mayo Clinic, Cleveland Clinic and Cedars Sinai, GIBLIB is revolutionizing the way that physicians learn and keep their medical credentials up-to-date.
As the first Creative Director to be hired by the company, I led the them through a ground-up, holistic rebrand. From working with the founders to solidify their mission and vision for the company, to reshaping the voice and tone of the marketing team, to helping to build out the design system for the product team's first mobile app launch, this job was a creative's dream come true.
The Old
Ideation
The Process
It's important to know that GIBLIB is currently the only company who is creating accredited medical education content with such high production value. While most of its competitors are distributing Powerpoint slides, or mounting a tripod at the back of a lecture hall, GIBLIB captures immersive, documentary style footage straight from the operating table. If their productions are Netflix-ready, so must be their brand.
In speaking with the company's founders, it became clear that it's not the educational content that is revolutionary, but the way that GIBLIB's creatives capture and transform that content into such a compelling format. Even though medical professionals are required to receive this accredited material to keep their licenses, they are still consumers by nature who gravitate toward engaging and inspiring content. Since GIBLIB already had a decent sized user-base, we didn't want the brand refresh to be a full departure from their existing brand, but we took inspiration from the transformative properties of the prism to create a fresh new look, voice and purpose for the company moving forward.
The New
