Studio 5b — Anuranjini Singh

Studio 5b: Rebranding & website

BRANDING, UI

Studio 5b is an in-house design and innovation function at Dr. Reddy’s Laboratories.

As the vision of the studio evolved, we decided to rebrand the identity and visual universe of Studio 5b. The new brand identity had to reflect the agile and multidisciplinary nature of the studio, capture its ability to transform according to the constantly changing needs of the healthcare industry, and also represent the future-facing, beyond-the-pill vision of the parent company.

We also redesigned the studio website which received an Honorable Mention on Awwwards.com and a Special Kudos by CSS Design Awards.

Connecting the dots

The idea for the new brand identity was rooted in Dr. Reddy’s core values: empathy, collaboration and innovation. We took inspiration from the circles that form a part of Dr. Reddy’s identity and created a unique graphic language of our own: two connected circles that are fluid in nature, constantly evolving and changing.

The intent was to communicate the always-learning and continually adapting nature of Studio 5b and its work.

Gradients in motion

The primary colours for the logo were the modern and energetic duo of black and electric green — a reflection of Studio 5b’s mission to be bold, adventurous and push the boundaries of Design Thinking.

The visual language included the use of colour gradients that are a part of Dr. Reddy’s secondary colour palette. This made the identity dynamic and futuristic. The different design disciplines; research, strategy and design, that make up Studio 5b are represented by different colour gradients.

Gradients work well with the circular form of the logo and were animated in a digital environment to better communicate the collaborative and fluid nature of Studio 5b’s work.

Company: Studio 5b | Dr. Reddy’s Laboratories
Brand Lead and UI Design: Anuranjini Singh
Brand Design: Riya Shah, Omkar Purav
UX Design: Subodh Trivedi
Copywriting: Vinod Sudheer
Web development: Avi Dayal

2024