Akern

Akern is an Italian company specializing in the research, development and production of medical devices and software for monitoring body composition through bioelectrical impedance techniques. Its products have countless fields of application, including sports medicine, nutrition, fitness and diagnostics.

Backed by a strong body of scientific literature that places it in a clear leadership position in terms of know-how, for over 40 years Akern has provided support and expertise to physicians, researchers, nutrition and sports professionals in formulating diagnoses, therapeutic decisions and health and wellness maintenance programs for patients.

The scientific and technological field in which Akern operates required great attention to the brand image and the quality of the content supporting both the company and its products. The need to adopt a serious and rigorous approach had to be balanced with the necessity of communicating across multiple sectors — medicine, sports medicine, fitness and nutrition — while also sustaining a dynamic communication strategy capable of restoring its perception as a market leader in the short term, without ever compromising credibility. We therefore completely rethought the brand identity, aligning it with the true standing of a historic and authoritative company that has been a benchmark in the medical sector for over 40 years.

Objectives:

• Align the brand identity with industry standards, improving brand awareness and brand perception.
• Elevate the perceived product quality in line with the brand’s values.
• Provide Akern with a content architecture and visual solutions enabling effective communication with all its target audiences.
• Equip Akern with digital communication and sales tools capable of supporting its business objectives.
• Support the in-house marketing department in its communication activities.

After the usual in-depth analysis of the company and its reference market, Akern’s rebranding unfolded through a series of activities that can be summarized as follows:

• Logo design, payoff creation and corporate identity: we designed a new logo capable of conveying Akern’s core values — excellence, reliability and innovation. The same values guided the development of the new corporate identity elements and communication format, including the payoff “Science in Body Composition”. The design process also extended to the individual product logotypes. Given the constantly expanding product ecosystem, we developed an open and modular design system to ensure that each product extension remains consistently aligned with the corporate image. Even the software interfaces used on Akern devices were redesigned according to the new corporate guidelines.
• New website: the renewed corporate identity was reflected in a new digital environment built on a carefully designed UX/UI and developed on customized WordPress technology tailored to the client’s needs.
• E-commerce: integrated with the website, an e-commerce platform was implemented for the sale of all consumable products (electrodes and accessories) under the Akern brand.
• System integration: integration of web products with Akern’s CRM and internal management software.
• Design of all offline communication tools, both corporate and product-related, including billboards, brochures, leaflets, folders, roll-ups, trade fair and event materials, exhibition stands, and the full range of corporate gadgets.
• Content production: the new brand identity was supported by the ideation and production of content aimed at repositioning the brand as a leading, authoritative and innovative player. This included the production of the corporate video, the management of organic content and the implementation of web advertising campaigns targeting different audiences.