Magazine article Management Today

Judges' Special Award

Magazine article Management Today

Judges' Special Award

Article excerpt

K1 stood out for its uniqueness and unprecedented success and the judges insisted that it should be recognised with a special award.

K1 was invented by Mark Koska who, with his colleague Rupert Lywood, set up the company, Star Syringe. The product is an auto-disable, one-use only syringe suitable for all uses: immunisation, cure and insulin. Although disposable syringes are only supposed to be used once, 99% can be re-used. This has had a major impact on the spread of diseases such as AIDS and Hepatitis B in many third world countries.

The syringe market is fiercely competitive. After K1 had been created, there were two auto-disable syringes on the market and 900 patents for auto-disable syringes waiting in the wings. Star Syringe's target was to have K1 on the market by the end of 1999. Star Syringe's entire marketing budget was invested in the design of a brand identity for K1.

Lewis Moberley's solution met all of its objectives. The identity is simple yet effective -- a purposeful, powerful graphic that can easily be reproduced anywhere in the world, using screen-printing. …

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