Rebranding the clinical research company KCR

KCR is a global company from the clinical research industry. In 2019, we undertook a company rebranding project for them, and our target market was Boston. By 2019, KCR was included in the TOP 10 CRO companies in the world according to proclinical.com.

Rebranding the clinical research company KCR

Re-branding and a business problem

Our task was to cope with several business challenges facing the company: reorganization, the creation of sub-brands that would allow them to communicate solutions, not services, as well as support for KCR in building its position as a leader on the global market.

New brand architecture

The new architecture reflects the new organization of the company and the idea of providing solutions rather than providing services. Trial Execution - conducting clinical trials, Consulting - consulting in the field of planning and conducting research, Placement - outsourcing of experts and specialists.

The scope of work on the website
The scope of work on the website

images

Designing a system for images that will make the brand stand out on the one hand, and prove useful on the other, is a challenge. We focused on the brand's new colors and a diffusion effect, which convey the idea: "We see human behind every number".

image
image
image
image
image

Illustration

Illustrations are a logical development of the sub-brand identification system. The right color combines the image with the right sub-brand. Each illustration reflects a theme, a metaphor with the same style of creation and composition.

Illustration
Illustration
Illustration
Illustration
Illustration
Illustration
Illustration
Illustration
Illustration

Icon

We have designed a special set of icons about the company's operations. Icons are an important element of the visual language of the brand, and their appearance results directly from the design of the sub-brands and illustrations.

Icon

Image service

One of the main brand mediums, through which we tested ideas and verified our work throughout the entire process, was the company's new website. It fulfills the goals of stakeholders of the enterprise, i.e. clients, employees, clinical centers and patients.

Page

Corporate mailing

We have developed a new method for electronic mailings. It allows the use of popular mailing communication tools.

Mailing

Office space

Rebranding led to changes in the company's headquarters interior. The office space is a great medium for communicating change in a wider sense.

Photos of the office
Photos of the office
Photos of the office

Tools for everyday work

We designed the entire line of tools used by the company's team. From paper media to digital media - presentation and document templates.

Tools
Tools
Tools
Tools

Brand Guidelines

The new brand identification system has been documented by us in the almost 100 page brand manual.

Guidelines

Design system?

While working on rebranding, we used the Design System approach, but we will its expression and documentation will be presented in subsequent projects. Meanwhile, we share the contents of the underlying document - the Brand Guidelines.

Guidelines
Guidelines
Guidelines
Guidelines
Guidelines
Guidelines