List Lab: Creating the future of Russian healthcare Electric Brand Consultants
Task
In 2019 a new company with big ambitions enters the market of laboratory in-vitro diagnostics. A large industrial company ETK makes a new market entry with its new federal chain of diagnostics centers LIST LAB. Our goal was to create a new brand in a highly competitive environment that would be understood by all external audiences – clients, partners and medical community – and the internal audiences – the company’s employees
Ideas and solutions
While creating the LIST LAB brand, we considered the unique business strategy of our client: developing a long-term relationship with the consumer, spreading the awareness about the preventative medicine and forming a culture oriented on personal well-being. All of the above-mentioned values are represented in LIST LAB communication strategy that we have developed. In total, our branding project consisted of 4 key stages: 1. Positioning and brand strategy We created a single brand platform, consisting of vision, mission and values for all companies. 2. Brand name The mother company and key investor is also the owner of Russian video-hosting service RuTube and entertainment platform List. The client’s strategy was to integrate the new lab diagnostics company into the existing brand architecture of List. So we recommended to name the company LIST LAB, which connects it with the existing brand and also reflects the business function of the company. 3. Design and brandbook Our designers created a unique design concept which represents the brand mission. Red dots in the shape of laboratorial blood sample form a vector pointed to the right. This brand identity reflects the company’s growth and represents its mission: to guide the people, lead the business and develop the healthcare system. Dots, that are central to the brand identity, symbolize the precision of diagnostic services based on the most advanced medical technologies. 4. Communication strategy We have developed the communication strategy, which has become the principal instrument for all verbal communications according to the key topics and values of the brand
