Scope
Website design, corporate identity, design system, drand guidelines & marketing materials
Outcome
Website and brand identity
Collaboration
Client stakeholders, project managers & developers
Overview
RAD-X is a leading European diagnostic imaging practice operators with a focus on maximum quality medical care. As the company expanded, the objective was to create a recognizable visual identity that could scale alongside the business and support future growth.
The Challenge
The project started with a relatively open brief.
The client wanted a new identity that would:
feel modern and professional
stand out from competitors
support future marketing efforts
As part of the discovery phase, I reviewed competitor websites and visual identities to understand common industry patterns and identify opportunities for differentiation.
Throughout the project, concepts and design iterations were shared with company stakeholders, ensuring alignment and gathering feedback from the people who would ultimately represent the brand.
One of the earliest strategic decisions involved defining the overall visual direction. Together with the client, we explored both light and dark interface concepts before selecting a darker visual language that better matched the company's desired positioning.
The Goal
The goal was to establish a cohesive visual identity that would:
strengthen brand recognition
communicate expertise and reliability
provide consistency across digital and print materials
create a scalable foundation for future communication
Beyond the website itself, the project aimed to define visual standards that could be applied throughout the organization.
My Role
I worked as UX/UI & Brand Designer in close collaboration with project managers, developers, and client stakeholders.
My responsibilities included:
visual direction
website design
component and interface design
iconography
corporate design guidelines
design handoff and implementation support
Collaboration, communication, and organization were key to ensuring the final solution met both business goals and stakeholder expectations.
Creating a Distinctive Visual Atmosphere
Decision
Use a dark visual language centered around deep blue tones and textured backgrounds.
Why
The industrial sector often relies on generic white layouts and stock imagery. The darker interface helped create a more distinctive visual presence while reinforcing a sense of professionalism and technical expertise.
The subtle textured backgrounds added depth and visual richness without compromising readability.
Outcome
The resulting interface feels modern, premium, and recognizable while maintaining strong content legibility.
Integrating Photography with the Brand
Decision
Develop a photography style that naturally blends with the interface through gradients, shadows, and controlled color treatment.
Why
Photography often feels disconnected from corporate websites when images are simply placed on top of the interface.
By integrating images into the visual system, photography became part of the overall brand experience rather than a separate element.
Outcome
The website achieves a more cohesive and immersive visual identity.
Custom Iconography
Decision
Create a custom set of pictograms aligned with the visual identity.
Why
Technical information can be difficult to scan quickly.
The icon set helps users understand content faster while reinforcing brand consistency throughout the website.
Using the RAD-X accent color creates recognizable visual anchors and strengthens the overall identity.
Outcome
Improved content hierarchy and a more consistent visual language.
The project extended beyond the website itself.
To ensure consistency across all future communication materials, I created a comprehensive Corporate Design Guideline covering:
logo usage
color palette
typography
iconography
imagery
layout principles
social media applications
stationery
business cards
brochures
promotional materials
The guideline provides a scalable framework that helps maintain brand consistency regardless of medium or format.
Reflection
This project reinforced the importance of designing beyond individual screens. A website can be an important touchpoint, but a strong brand requires consistency across every interaction.
Creating both the digital experience and the corporate design system allowed me to think holistically about how a company presents itself, ensuring that future communications remain recognizable, professional, and aligned with the brand's goals.
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