Roche Days: Total Lab Automation in 3D

Attendees during the annual Roche Days event were invited to view and examine a museum of posters, which was almost like a tour of the different labs implementing the TLA systems. The physical space, vital operational information and the versatility of the system were highlighted to the attendees.

41 Labs, 41 Variants

Isometric creations and graphic disruptions brought the posters to life by integrating data and technical information.
Starting with blueprints and a data table, we formulated a visual direction for the information, and our art directors set to work creating pristine, on-brand visuals. Our focus was on the posters’ primary function – instruments used to show the versatility of the TLA systems.

We wanted to bring to life the concept of simplicity, by transforming these complex systems into childlike toys, that can be arranged to the limits of the imagination.

Using an isometric grid as our starting point, we began to formulate a visual style that was playful, yet remained true to the medical nature of the brand. The models were treated with soft texturing and articulated lighting to transform medical machines into soft-edged, versatile toys. We wanted to give the viewers the feeling that the posters were windows that they could reach into and play with the models.