Matchstic | Vastian | Bringing higher standards into focus

Year:: 2025
Industry:: Technology

(Services)

Intro

Tech that goes above and beyond the lab

Vastian is a healthcare quality and compliance management platform that needed help changing perceptions and standing out in a sea of clinical sameness. They sought our help to create a brand as sharp and focused as the software itself.

Formerly MediaLab, Vastian started by offering online education and compliance courses for clinical laboratory professionals. Over time they grew their offering and built technology that could serve healthcare professionals beyond the lab. They faced an identity crisis that required a fresh positioning, name and identity.

Our friends at PitchMaps laid the strategic foundation with positioning work that crystallized the brand's core promise: "Show your higher standards." This rallying cry gave us the perfect springboard to signal a fundamental shift: from obscurity to clarity, from clinical coldness to confident authority.

MediaLab was a descriptive name that matched the organization’s legacy offering but limited their ability to tell a broader story. Vastian was our solution to communicate the depth and breadth of their technological capabilities beyond the lab. It is also a play on “bastion” – a fortification or person that upholds principles — speaking to their unwavering focus on quality and compliance excellence.

Before

After

In an industry dominated by cold blues and sterile imagery, Vastian’s distinctive plum palette radiates confidence without feeling clinical, especially alongside typography that carries power and authority. The brandmark itself, an abstract V, brings focus and magnifies detail. This subtle magnifying glass metaphor emerges naturally throughout the visual system, reinforcing Vastian's commitment to revealing what others might miss.

The idea of going “in and out of focus” permeates every touchpoint — icons echo the brandmark's pinching curves, color fields strategically reveal focused spaces, and graphic assets alternate between sharp clarity and intentional blur.

For healthcare organizations looking to raise their standard of care, the Vastian brand stands out and stands firm as a technology they can trust with their most critical data.

Credits:

Naming by Mitchell Ditto
Design by Gray Hauser, Michael Martino, Sara Pepper
Creative Direction by Gray Hauser, Brit Blankenship
Animations by Brent Clouse, Michael Martino
Project Management by Melissa Kruse

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