In safe hands
By seamlessly connecting new parents to unrivalled and state-of-the-art cord blood storage facilities, both in Europe and here in the UAE, Cryosave deliver pioneering cord blood banking services to all families across the region. Eleven Creative Strategy were approached by Cryosave to help give them a modern lift. By redefining their strategy and branding for future growth, our task was to raise the quality of their customer experience across every brand touchpoint.
Banking on the future
Through a series of brand discovery workshops with the client, we embarked upon an exploration into the global stem cell research and storage industry. Our qualitative analysis and brand awareness research of the industry developed with all key stakeholders informed our brand thinking.
The development of a credible and captivating brand platform helped us to clearly define and reflect Cryosave’s new promise, values and voice. Creating a revitalised and purposeful brand framework helped us create a point of differentiation with a sustainable plan for future growth of the brand. We then designed a modern, vibrant logo and visual identity that signalled warmth, innovation, game-changing technologies and meaningful relationships.
Advanced identity
To help drive a consistent message across the organisation, and to ensure a smooth rollout of the refreshed brand, we partnered closely with Cryosave on implementation, providing multimedia branding tools and resources within a comprehensive suite of brand guidelines. Core branding elements covering logo and identity usages, typographic and literature guides, photography, graphic elements, colour palettes and brand identity extensions allow for flexibility across all offline and online brand marketing initiatives.
Brand activation
Having identified and repositioned Cryosave with a clear brand essence of 'natural hope’, and a brand personality identified as sympathetic, unique, humble and approachable, Eleven Creative Strategy developed a colourful and engaging visual brand expression. Stemming from the oversized 'cell' which forms the graphic part of the logo and relates back to stem cells under the microscope, the visual identity is bold and dynamic, with the ability to flex, change and support various aspects of the business through its brand communications.
Simple sells
The design expression across all brand communications is based around a very simple idea. Using clarity of message, simplicity of colour and bespoke iconography we were able to engage with customers in an entirely new way. The brand identity is bold and innovative, allowing for adaptations; the violet 'cell' or dot, scales perfectly to any size at any resolution. The spirit of change is embodied through the simple ability of the logo to morph into something new, according to subject matter or brand message.
Digital relaunch
The Cryosave brand identity was developed with mobile e-commerce at the forefront of our design thinking. With mobile penetration in the UAE ranked among the highest in the world, and with a booming healthcare industry it was essential to develop a unique and powerful digital platform that facilitates online payments and subscriptions. The branding comes to life vividly through the interface design with bold sections, oversized photography and responsive website methodologies for a seamless user-experience.
What we did
- Brand communications
- Brand identity
- Brand review
- Brand strategy
- Content strategy
- Digital design
- Digital transformation
- Experience innovation
- Messaging
- Packaging
- Tone-of-voice
- Visual identity
- Website design
