CMD - Centers for Molecular Diagnostics

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CMD – Center for Molecular Diagnostics

Positioning and visual system for CMD labs

Conext

The market for lab services in Russia is highly competitive. Despite CMD having a lot of unique benefits, the company had trouble conveying them to customers, because their communications had been rather spontaneous.

The situation was caused by the absence of recognizable visual style and communication platform.

Task

In order to make the most of their communications, it was necessary to:

— Build company’s positioning on the market.

— Find the core of their target audience, study their values and needs.

— Develop a new visual platform and a design system for printed media.

Solution

After the first research stage, we workshopped with experts in the field to find possible strategic directions that would fit company’s resources and needs of the audience.

In course of the project, we found out that scientific approach is something that unites and inspires all of the lab’s employees. Bold positioning “The scientific lab that is crazy about quality” was very much in tune with CMD character.

New visual system is based on three blocks symbolizing the service chain of any diagnostics: person – laboratory – result. It is very flexible and can be easily applied to any communications.

We preserved the initial color scheme (blue, light blue, green) with slight changes. Blue is used as the main background color, and additional colors serve for differentiation of communication streams.

The word "IMPORTANT" became a visual accent in brand communication. It stands for the very responsible approach to patients, because CMD always puts health and accuracy first.