Cryosite selected Percept for their brand communication strategy, marketing design, website and digital advertising.
Cryosite, an ASX listed company, are Australia’s first cord blood and stem cell bank. In addition to cord blood and tissue banking, Cryosite has recognised expertise within the industry, both within Australia and internationally. They worked with Percept on their brand communication strategy and design roll-out to all marketing collateral.
Their divisions cover clinical trials, bio-repository and stem cell manufacturing products. Percept were to reposition the brand, headlining the cord blood and tissue division of the company.
After analysing the brand and conducting a workshop with Cryosite, we recommended an evaluation of the language style, tone of voice as well as a reassessment of their marketing collateral design as part of this brand communication strategy project.
Retaining brand equity was important, so we recommend keeping the established colour palette and expanding with complementary additions. The brand structure required a unified voice and clear message to be created in all sectors of the business’ communications.
Percept created a brand theme based on ‘where science brings hope’, combining the professional, confident nature of science with the positive emotion of hope. We combined this with photography that gives a feeling of honesty and transparency to the design. Block colour draws attention to the headlines while remaining approachable and non-threatening.
The messaging clearly communicates Cryosite’s position as the pioneers of Cord Blood in Australia. This direction is adapted to the B2B units with the same boldness and confidence.
The brand communication strategy project was comprehensive. We rolled-out this new look and feel to their corporate stationery, marketing collateral design, website and digital advertising which mainly focussed on social media channels.