Zgroup was commissioned by LabConnect LLC to develop a new brand identity. Working closely with President and CEO Eric Hayashi, a visual messaging system was put into place. The criteria, a modern approachable feeling that reflect the high-quality relative to the laboratory services for clinical trials. The initial brand elements included: corporate logotype and mark, a capabilities brochure, sales folder, website (labconnectllc.com), trade show booth, ads, and a Power Point presentation. The use of bright red against a contrasting blue with yellow accents created a platform of visual metaphors representative of the innovative approach that LabConnect has taken to the clinical trials industry.