The Edit: five new projects including Durasein by Re

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Durasein is a world-leading manufacturer of acrylic solid surfaces, a flexible building material that’s used in everything from hospital sinks to cutting-edge architectural foyers. Operating in an outdated industry where the product has been highly commoditised, they needed to find a way to break the mould. That’s where the London office of international design agency Re came in, positioning Durasein as a challenger brand for a new generation of forward-thinking architects and designers. The new identity is built around the central idea of ‘creatives for creatives’. This concept is visually brought to life through a collection of dynamic ‘D’ logos that adapt to different situations and environments, representing flexible and creative partnership as well as the malleable nature of the product itself. The rebrand has helped Durasein deposition the old guard in the solid surface industry and become a real catalyst for change in the service of creatives. Norwegian healthcare company Ably Medical is revolutionising the very core of patient treatment. Their hero product, the Ably bed, is built from several spine-like springs that move independently to make it easier to move patients and control pressure points. Heydays and Miles Newlyn’s logo for Ably is directly inspired by the bed, with its smooth curves representing the product’s technologically-advanced springs. The background pattern symbolises the collection of data from pressure points, as well as organic movement and the warm touch of a helping hand.