A paired branding project in collaboration with the Dyson Creative Team and ACT Medical.
PROBLEM
There has been a significant rise in stabbings over the past decade, with the Metropolitan Police reporting over 15,000 incidents in the last year.
In most cases, the primary cause of death from knife and gunshot injuries is blood loss. Without immediate help, victims can bleed out within five minutes, especially if major veins or arteries are affected.
The police are often the first trained personel to respond to these incidences, but they lack the rapid, accessible tools necessary to control severe bleeding. Traditional methods like forcing gauze into the wound to pack the space do not stop internal bleeding quick enough.
SOLUTION
Joseph Bentley, winner of the James Dyson Award in 2021, designed the B.O.B (Balloon Occlusive Barrier). This medical device is designed to be inserted into a knife or gunshot wound at the point of injury to control blood-loss and stabalise the patient.
THE CHALLENGE
We were tasked with renaming and rebranding this device and choose a primary and secondary audience to which we will market the product to.
The typeface Lulo was chosen for the logo due to its block-like letter forms and sense of urgency it created being an all caps font. The simple colour scheme related to the medical context with the red to signal urgency and the blue to create less intimidating visuals when necessary. The ACT Medical logo was also reworked to fit the new brand system and create a more consistent brand.
PRIMARY AUDIENCE
The chosen primary audience is the Metropolitan Police force due to the prevelance of knife crime in London and because they are often the first trained responders to arrive at the scene.
By equipping the police force with this device, they will be able to support the ambulance service and help save more lives.
SECONDARY AUDIENCE
The secondary audience is secondary school teachers in Cardiff. Despite recent knife attacks in UK secondary schools, one survey found that only 15% of teachers had recieved formal training or guidance on how to deal with such situations. Violence in Welsh schools has also risen over the years, with 38% of teachers experiencing violence or physical abuse in the classroom.
Cardiff shcools were chosen due to the increase of in knife crime in Wales, and as the capital, it offers greater impact and allows for a more focused campaign with the potential to expand beyond England.
Due to the extensive process of becoming a supplier for a public service, a trade show exhibit was designed to reach our primary audience would be through a trade show event.
The Blue Light Show in London brings together the police, fire and ambulance services so it was chosen as the location of our exhibition. With 4,500 senior decision makers and their procurement teams attending this event, BlockAid will be introduced to the right people.
Available at the exhibition stand would be a handbook for visitors to learn about BlockAid and how it works and can be taken home for future reference.
For the secondary audience, an introduction pack was created which would be sent to the school governors to inform them on what BlockAid is and why they need it. Inside this pack contains samples of the device and an information booklet.
