Quest Diagnostics has become a valued partner over the years, and we’ve collaborated on a wide range of projects—from software tutorials to client interviews to 3D animation and motion graphics for their HIMSS conference booth in New Orleans. One standout initiative was their annual CIO Forum, when then Marketing Director Karla Sartori brought us an idea that pushed the boundaries of their brand.
She wanted something with energy, punch, and personality. Something that would connect with CIOs in a fresh way while staying true to Quest’s corporate identity. After seeing one of our kinetic typography pieces, Karla thought the style would be perfect. Her vision: give CIOs “super-hero” status for their leadership in leveraging ChartMaxx software.
The concept was smart, a little cheeky, and exactly the kind of creative challenge we like.
Building the Concept
Working within strict brand guidelines meant finding the right balance of bold design and corporate polish. We experimented, refined, and delivered a piece that landed. Not only was it well received by the CIO audience, it also inspired additional collateral—conference agendas, promotional materials, and by popular demand, they even created superhero-themed t-shirts for attendees to match our video “BAM!” reveal (see image below).
We leveraged their entire corporate color palette to make the piece a little more interesting.
Sweat Equity in Action
We typically steer clients away from using their own voice taken, but I have to say Kevin Decker’s gravelly delivery was spot on, adding character and momentum. Their willingness to bring internal talent into the process was a lot of fun for them and really worked well for the project. And Karla’s team crafted a sharp, fast-moving script for us to design with.
They felt the impact was strong so we ended up making a second video for other uses as well; the short version below and one longer version that has additional detail for more vested audiences.
The Challenges
One of the strengths of this project was Quest’s willingness to bring internal talent into the process. Karla’s team crafted a sharp, fast-moving script and even provided a voice actor from within their organization. Kevin Decker’s gravelly delivery was spot on, adding character and momentum.
- Budget: Every project has one! They had a decent budget here, but we certainly had limitations. We designed a concept that exceeded their goals within those constraints.
- Complexity: The subject matter was technical and dense. Kinetic typography helped compress and energize the content while still landing the key messages.
- Branding: Large organizations rarely have precedents for this type of piece. We had to invent within the rules—and pass rigorous review.
The result was strong enough to influence other creative assets, giving Quest’s team a toolkit of visuals and ideas to expand their campaign.
Client Feedback
“The CIOs and our Executives really enjoyed and embraced the IH Video, and the Kinetic video is a smash hit with our team… We look forward to working with you on more video in the future. It has been a pleasure and delight to work with you on these projects.”
—Karla Sartori, Marketing Director, ChartMaxx
“The ChartMaxx BAM! in the kinetic video seems to be a big hit. So much so, that we are going to have a super hero theme for our User Group meeting and want to make up some t-shirts for promotional purposes.”
—Vicki Joyce, Marketing Coordinator, ChartMaxx
We had so much information to communicate… using icons and images like this animated pie chart helped to tell the story of a business metrics dashboard without talking about it.
Watch The Final Version Here!
ChartMaxx Kinetic Typography – Short from Vision House on Vimeo.