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 an 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.
We started our project for KCR by working out the basics:
The challenge of organising 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.
Further steps in sorting out KCR's range of services are:
Each service takes on a two-letter symbol, consisting of the first letters of the full name.
Promoting and communicating services has a direct impact on core brand recognition. KCR premiered its new services at a conference in Paris and promoted with a series of special T-shirts.
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: