Challenge:
Becton Dickinson Biosciences developed technology to visualize and analyze processes that occur within cells - in real-time. Their product offered significant advantages over the competition. To broaden their product range, they needed to offer a smaller version of their full-featured machine. Forma was engaged to package the technology in a new form, one that would stand out on a crowded lab bench and provide BD with a brand presence.

Innovative Thinking:

• By analyzing the competitive lab environment, we determined that all competing machines used in labs were rectilinear, with sharp edges. To provide BD with a distinctive-looking instrument, we developed a form that incorporated generously radiused edges.

•  The curved top not only softens the form, but also serves to prevent people from placing objects on top of this sensitive machine. The top of the unit is fabricated from corian, an unconventional material but one with textural aesthetics that are a natural for the laboratory environment.

•  The inset of the “skirt” around the base of the unit makes the instrument look smaller and lighter.

•  The substantial pads upon which the instrument sits provides a sense of stability.

•  The joy stick control is integrated with the appearance of the main instrument.

• Result:
  BD Biosciences’ new instrument establishes a brand presence with a unique appearance very different from other competitive instruments.