cobas 5800 System

The cobas range of diagnostic instruments were already well-established, with the cobas 6800 and 8800 delivering automated PCR testing at scale. These workhorse machines are a significant investment and take up a large footprint – neither of which are barriers for large commercial labs, but certainly would be for a smaller hospital lab.   



Therefore, Roche developed the cobas 5800 system, packing all of the capabilities of its bigger brothers and sisters into a much smaller frame, allowing this automation and innovation to be accessible to labs of all sizes. Our strategy was purposeful and culturally relevant; starting a movement to democratize performance in diagnostics – why should innovation only be accessible to the large powerhouses in commercial diagnostics? We found a way to turn an esoteric diagnostic laboratory machine into a metaphor for equal opportunity for everyone.  



The 5800 system combines the automated performance of larger labs while retaining the agility and dynamism of smaller labs – the perfect balance of capabilities, at your fingertips.   



The creative concept and design identity is simple but highly effective; balancing everyone‘s different demands in a perfectly poised package on a fingertip. This creative concept lent itself well to a range of multichannel executions, across sales collateral, social, video and print.