IQ Orlando


  • Branding
  • Website Design

The Problem

As a business incubator and accelerator operating in the life sciences arena, IQ Orlando’s story gets complicated, quickly. Maven was tasked with distilling the essence of the IQ Orlando brand and to tell the story – through art direction, imagery and copy – in a simple, strategic manner via Website, print and brand collateral.

Our Approach

The field of smart medicine required IQ Orlando’s brand to adhere to the highest standards. The story, the Website and all the supporting materials always had to be presented in a first-class manner, quickly tell the “what and why” behind the brand and play up the benefits and support provided by the investor partners of IQ Orlando.

The Results

IQ Orlando remains a key player in Orlando as the city collectively positions itself as a nationwide leader in life sciences and smart medicine. Additionally, IQ Orlando was also able to secure a partnership with Orlando’s Economic Development Council assuring their long-term status as a community partner in health-related initiatives.

The What & The Why

Sometimes the best way to tell a story is to start from the position of the audience members and ask what their expectations and potential sources of confusion might be. Especially if the story has the potential to get complex. IQ Orlando fit this description precisely. And since we were the first creative agency commissioned to promote their brand, we simply sought to explain the “what” behind IQ Orlando and “why” someone would choose to partner with them. We kept copy concise. We presented messaged in a simple, organized manner. And made sure that content never appeared bulky or overwhelming in scope.

Identity That Leaves an Impression

IQ Orlando embarked on an ambitious journey of unprecedented scale. They were bringing together a handful of Central Florida’s most prominent medical companies with the goal of promoting the best, new life sciences ideas and businesses. In order to pull all of this together into one brand, we had to design with finesse in both form and function. So we stuck to an attractive linear approach that elegantly balanced the tension between content and negative space. The look-and-feel took on an elevated and professional appearance, while maintaining flexibility in applications across Web, print and collateral.