Sepadin: A Technical Rebrand Built Around One Principle

Over thirty years, Sepadin had become the go-to supplier for a large share of Romanian laboratories, but its public image had fallen behind the company it had grown into.

The website had been built for an internet that no longer exists. Unresponsive, with no search, products buried under five or six levels of navigation. The logo existed in a single horizontal version, saved as a low-resolution JPG, unusable at current sizes and formats.

The problem showed up in sales: agents would open the website in front of clients and lose ground immediately, because a chromatograph worth tens of thousands of euros and a page that looks like a scanned document send contradictory messages, and the client believes the visual one. At conferences, a company of Sepadin's standing went almost unnoticed for lack of a system to represent it, operating at a level its identity no longer confirmed.

You can imagine what the brief looked like: old site, difficult to navigate, need for a presence, online and physical, worthy of the portfolio. I expanded it with a brand audit that preceded any visual decision. The major phases were audit, identity, website. Brand architecture and web design were conceived together, end-to-end, which meant each decision could rest on the direction established from the outset.

The premise everything was built on: precision. It's one of the primary criteria by which laboratory equipment is evaluated and, therefore, the only principle that could anchor a brand in this field without sounding borrowed. Around it, the company's promise took shape: simple access to complex innovation.

The audit set the foundation: a mission centred on supporting research, a vision of leadership in the Romanian laboratory market, and seven operational values, from competence to openness to the new.

From these emerged a brand profile with a defined voice: mature, professional, warm without familiarity, confident without emphasis. Premium reads in refinement and attention to detail, not in volume. The voice was transcribed into a communication guide applicable immediately, from headlines to microcopy, so the tone stays consistent regardless of who writes on the company's behalf.

The logo works as a system. The symbol condenses four readings addressed to a technical eye: the vertical separations of chromatography, the idea of amplified perception, the order of laboratory equipment, the rhythm of measurement. It operates horizontally and vertically, as a logotype or brandmark, with strict rules for spacing, minimum size, and usage, the condition for a brand to remain itself in the hands of others.

Typography relies on a contemporary grotesque chosen for clarity without coldness, supported by a geometric secondary and a system font for consistency across any medium. The palette places intense tones alongside calm neutrals, proportioned to read as technological yet human. Imagery follows four principles, precision, professionalism, innovation, clarity, with natural light and real specialists in frame, so the human note doesn't get lost in the rigour of the equipment.

The major intervention was architecture. The old structure required five or six steps to reach a product. The new one brings products to the front and places a high-performance search module at the core of navigation, querying all categories simultaneously. The dense documentation, data sheets, demonstrations, resources, received a separate Info Centre, so it's accessible without cluttering the main journey.

The resulting sitemap clearly distributes product categories alongside services, about, blog, contact, suppliers, careers, and legal pages, each with its own role. The design was delivered as an interactive prototype in Figma.

From here, the project passes to the Sepadin team for implementation, and the real test, traffic and conversions, will come after launch.

Sepadin has accompanied generations of researchers, and the identity needed to acknowledge that. I integrated elements from the company's history into the system, a marker for the leadership that built it to this point. Logo, brand, and site now say, coherently, what the company has demonstrated for over thirty years: precision, innovation, trust.

Sepadin has a complete brand system and a website design worthy of its portfolio. Agents now present from a platform that works for them, and conference presence finally has an identity behind it. The deliverables were received as a faithful representation of the company, from strategy to print to web.

Duration: approximately one and a half months. Role: brand architecture and website design. Deliverables: brand audit and positioning; complete visual identity and brand guidelines; print and digital applications; materials for presentations, reports, and conferences; vehicle graphics; website design delivered as an interactive Figma prototype.