Architecture and labeling of KCR services - feel the chemistry for design

Branding of KCR CRO services

Architecture and labeling of KCR services - feel the chemistry for design

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 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.

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 labelling,
  • seeking the best solutions from other industries.
Architecture and labeling of KCR services - feel the chemistry for design

System solution

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.

Architecture and labeling of KCR services - feel the chemistry for design

KCR Enterprise Service Architecture

Further steps in sorting out KCR's range of services are:

  • adding a colour code;
  • solving the naming problem so as to avoid duplication of names.

Each service takes on a two-letter symbol, consisting of the first letters of the full name.

Architecture and labeling of KCR services - feel the chemistry for design
Architecture and labeling of KCR services - feel the chemistry for design
Architecture and labeling of KCR services - feel the chemistry for design
Architecture and labeling of KCR services - feel the chemistry for design
Architecture and labeling of KCR services - feel the chemistry for design

Domino effect: rebranding implementation

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.

Architecture and labeling of KCR services - feel the chemistry for design

Company service architecture - KCR company service labelling

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.
Architecture and labeling of KCR services - feel the chemistry for design

Brand manual - branding of health services

Architecture and labeling of KCR services - feel the chemistry for design
Architecture and labeling of KCR services - feel the chemistry for design