Client summary

Eisai Co Ltd is a pharmaceutical, research-based company based out of Tokyo. It is one of the top 25 leading pharmaceutical companies, seeking innovative solutions in disease prevention, cure and care for the health and well-being of people worldwide. Eisai Knowledge Centre, India (its Indian subsidiary) was inaugurated at Visakhapatnam, across 50 acres of space, providing facilities for research, drug discovery, testing, development and marketing as well as administrative functions.

Bengaluru-based Rezonant Design was commissioned as branding consultants to create a world-class workspace at Eisai’s India-centre that helped in drawing in talent from all over the country. The design agency’s scope included building a brand language for the facility via wall and glass graphics, signage and way-finding systems at the newly unveiled Eisai Knowledge Centre.

Scope of designs

Rezonant Design was commissioned to conceptualise and implement environmental designs for the India facility of Eisai Co Ltd in a manner that spoke of what the leading pharmaceutical company stands for internationally and still rang true against a local backdrop.

The project called for the creation of complete way-finding system, unique infographic installations, wall graphics and glass graphics. The signage system was based on a design theme inspired by Eisai’s core philosophy of improving life and healthcare. The project involved design and on-site implementation of 115 internal signs, 29 external signs, two installations, 40 wall graphics and 10 glass graphics completed in two months.

Communication intent

Overall intent of the project was directed towards representing Eisai as a forerunner in the industry by weaving its brand story around the space of the Knowledge Centre. In order to do this, the signages had to convey Eisai’s core value of ‘Human Health Care’ and also be functionally low maintenance. The result was a clean, unique form that was derived from the form of a sapling – a visual metaphor to signify life, growth and care. For infographics, the most basic constituents of the founding science of pharmacy were equated with Eisai’s values and philosophy. This led to factors such as the chemical elements, equations, formulae, processes, etc providing the basis for all graphics and designs. A seemingly staid and rigid subject then became the very premise of the design concept.

Design theme

Main objective of the project was to blend the signage style seamlessly with the campus architecture and maintaining a minimalist, classy feel. The unique signage form ensured that it is one of the first things that catch people’s attention as they enter the Eisai campus. This also aids in serving the basic function – way-finding.

Design hierarchy: Human and vehicular traffic mapped out for the entire campus indicated that there were varying traffic intensities in different parts of the facility. Hence a hierarchy of signages was created to deal with it – three levels of pylons were strategically installed to guide people around the facility. Primary signages – tall pylons – were set up at all major intersections. Secondary signages complimented these at the less frequented inner hubs. Tertiary signages acted as labels for important buildings and areas. For example, admin block, cafeteria, breakout spaces like gardens, etc.

Scalability: The design form is easily scalable across all three levels and design installations (History Walk). The form is implemented in a neutral and functional style for the signage. However, for the History Walk installation, the form translates into a more colourful version to highlight Eisai’s success story.

Manufacturing considerations: Rezonant Design ensured that the materials chosen were resilient enough to withstand the harsh temperatures of Visakhapatnam normally experienced in summers. Being a seaside town, humidity is also quite high for most of the year. Hence the manufacturing was executed with zero exposed screws to minimise damage due to corrosion. Such seamless fabrication not only fulfilled functional objectives but also resulted in good aesthetics.

Infographics: The graphics across the facility largely made use of an illustrative style, which when seen from a distance had a simple and apparent message and also incorporated detailed visuals that added up to a multi-layered understanding of the organisation. Supporting text was either integrated in 2D or 3D, keeping in mind the scale and function of each area.

Design innovation

The basic signage form was an open and visually lighter structure than the regular box-shaped pylons. Making of the curved structure required material exploration beyond the more commonly used pre-fabricated ACP panel – aluminum sheets being more pliable were used in this case. Three-dimensional installations, when used, were found along areas with highest visibility. These installations underscored the integral theme without disturbing the occupying space or distracting the viewer; a real challenge since the installations were used specifically at places earmarked for higher informational content. Thus, the informational graphics had to engage the viewers enough to make them spend time in trying to absorb the message, but without being incongruous in the overall scheme.

Design outcome and success

The final designs were integrated with the architecture in a manner that reflected the organisation’s ways of functioning equally well to both its internal and external stakeholders. Also, for employees across various levels, it instilled a sense of ownership and aspiration among them, making the space relevant to everyone who was part of it, just as the client had wanted. Strategic placement of the signages made way-finding intuitive and made the space relevant to everyone who was part of it, just as the client had wanted. The History Walk installation charting Eisai’s milestones serves as an attractive focal point in the admin block which is the most frequented space in the facility by visitors.

About Rezonant Design Rezonant Design, Bengaluru delivers solutions to complex problems through communication designs. This design agency creates strategy and direction to lead visual solutions for organisations and individuals and many of its ‘Fortune 500’ clients have benefited from the wide range of design solutions. Rezonant Design offers corporate identity, environmental graphics, digital design and print design. For more info, visit: www.rezonant.net