Brand strategy and creative direction for leading technology-driven lab testing services

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Stakeholder research

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Brand strategy

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Brand communications & website

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Art direction of photographic shoot

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Corporate video

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Presentation media & material

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Launch concept, tagline & material

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Creative direction 

Pathcare, South Africa’s leading technology-driven lab testing service, invited me to partner with them in their stakeholder research program, brand transformation and launch.


The project included stakeholder research, brand audit, development of audience segmentation matrix and drafting of a new and more relevant value proposition. The tagline 'We're listening' was used to launch the new brand.

The visual identity and communications touchpoints were refined and updated and I commissioned renowned photographer Seppi Hochfellner for the photo library shoot. Isa Jacobson of Flying Films directed and produced the corporate video. The project also included the design and production of a range of brand material for launch and promotional campaigns.

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