Branding of KCR CRO services
This is the case study about our cooperation with KCR, in which we provided branding services, including architecture and service labeling, as well as creating a new website for the company.
Clarity is important when selling services. Those who direct their messages to the B2B sector know this very well. Services are complicated, multi-layered, and often consist of many elements. They are not a simple product, and they need the kind of arrangement which will allow customers to easily navigate the company's offer.
KCR faced such a challenge. This international corporation, operating in over 20 countries, conducts clinical research on behalf of pharmaceutical companies creating innovative drugs. The branding of the company’s services must therefore be universal enough to function freely in many markets and visually connect with the communication of the entire brand.
We started our project for KCR by working out the basics:
The challenge of ordering a large number of elements while maintaining legibility reminded us of the Mendeleev periodic table structure. This inspiration and the effects of our initial analyzes resulted in the division of 30 KCR services into 3 groups.
Further steps in organising the range of KCR services are:
Each service takes on a two-letter symbol, consisting of the first letters of the full name.
Promoting and communicating services directly affects the recognition of the main brand. KCR premiered its new services during a conference in Paris and created a series of special t-shirts.
Our holistic design approach for KCR’s services has influenced not only their sales but also the global communication of the entire company. The effects of these activities as part of service branding are: