Architecture and labeling of KCR services - feel the chemistry for design
Branding of KCR CRO services
Clarity is important in selling services
Those who direct their communications to the B2B sector are well aware of this. Complex, multi-layered services, often composed of many elements, are not a simple product, all the more reason why they need to be put in order that allows customers to easily navigate through the company's offer.
KCR faced just such a challenge. This multinational corporation, operating in more than 20 countries, conducts clinical trials for pharmaceutical companies developing innovative medicines. The company's branding needed to be versatile enough to work across multiple markets and visually connect with the overall brand communication.
Branding of KCR services - Starting point: analysis
We started our project for KCR by working out the basics:
- looking at industry leaders,
- analysis of direct competition in the field of service labeling,
- seeking the best solutions from other industries.
System solution
The challenge of organizing a large number of elements while maintaining readability reminded us of the Mendeleev table diagram. This inspiration and the results of our initial analysis resulted in 30 KCR services being divided into 3 groups.
KCR Enterprise Service Architecture
Further steps in sorting out KCR's range of services are:
- adding a color code;
- solving the naming problem to avoid duplication of names.
Each service takes on a two-letter symbol, consisting of the first letters of the full name.
Domino effect: rebranding implementation
Promoting and communicating services have a direct impact on core brand recognition. KCR premiered its new services at a conference in Paris and promoted them a series of special T-shirts.
Company service architecture - KCR company service labeling
Our holistic approach to design for KCR services has impacted not only sales but also the global communications of the entire company.
The results of these service branding activities are:
- creating a new website for the company,
- new design for all KCR media and forms of communication,
- brand manual describing the rules for creating further services,
- a universal service branding system that allows KCR to remove and add further items without the need for a branding agency.
Brand manual - branding of health services
