Rib
Brand strategy and identity for Rib
Rib designs and builds highly realistic, inclusive manikins for healthcare training — helping professionals prepare for real-world scenarios.
We partnered with the team to sharpen their strategy and create a more human brand that reflects the ingenuity, practicality and impact of their work.
What we did
– Brand strategy
– Visual identity design
– Logo development
– Design system
– Tone of voice
Redefining healthcare training
Rib is redefining what healthcare training looks like.
Their manikins are designed to reflect a wider range of real bodies — so professionals train for situations they’re far more likely to encounter in the real world. The impact of that is significant – better training leads to better outcomes, and ultimately saves lives.
A product pushing forward, held back by its brand
But while the product was pushing boundaries, the brand wasn’t keeping up. It lacked the clarity and confidence needed to communicate their approach, particularly as they looked to grow into new markets.
We started by working closely with the team to define their purpose and positioning, uncovering what really sets Rib apart.
Unlike traditional providers, Rib doesn’t chase hyper-polished, overly complex solutions that aren't practical in the field. Instead, they focus on creating tools that strike the right balance: realistic, practical, and built to be used, fixed and improved over time.
That thinking became central to the brand.
Finding the edge
When we visited their workshop, we were surprised by the environment, and the energy in the team. It’s a space full of experimentation — welding, 3D printing, hand painting, refining. A hands-on, constantly evolving process led by a deeply knowledgeable team.
We wanted the identity to reflect that.
The result is a more expressive, workshop-inspired visual system — drawing on collage, texture and real-world cues from the space itself. Something that feels as practical and considered as the product, while standing apart from the clinical, uniform brands that dominate the sector.
Built in the workshop, not the boardroom
Functionality was key, too – and in ways that were new to us. The identity needed to work across a huge range of applications, from the more typical large-scale exhibition materials to the smallest product details, including a logo that could be engraved onto tiny components.
The result is a brand that feels true to Rib: confident, distinctive, and built to work hard.
With stronger foundations in place, the team can now communicate more clearly, stand out in a competitive space, and move into new markets with confidence.
