SCIENCE WORK - WITS VIDA
Brand strategy, Naming, Identity & Visual language
Over the past 22 years since its inception, the Wits RMPRU (Respiratory and Meningeal Pathogens Research Unit) has expanded organically and, in an effort to reflect its evolution, has recently been renamed VIDA (Vaccines and Infectious Diseases Analytics).
Today, our task is to build a strong proposition for all stakeholders to clearly understand VIDA’s mission, to increase its access to direct funding, but also get them to connect with its purpose both on a functional and emotional level.
This is a fresh opportunity to take a scientific brand and make it relevant to all communities.
MESSAGING
FRAMEWORK
We developed a messaging framework to engage with a wide range of stakeholders:
Overarching themes: the highest level claim VIDA wants to make to its stakeholders
Supporting message: supporting claims that highlight VIDA’s key distinguishing factors and describe its unique value to its stakeholders
Proof points: reasons to believe, achievements, initiatives and tangible experiences that substantiate VIDA messages
BRAND
TOOLKIT
We created a modern and instantly recognisable logo and visual identity system that will serve as a complete visual vocabulary across the finalised corporate and business unit brands This was supported by a style guide that protects the strength of the VIDA corporate brand and ensure its consistency across all marketing efforts.
BRAND
ACTIVATION
Such an ambitious brand journey cannot be delivered without the support of the employees. We created an Employee Value Proposition (EVP), in support of the new brand purpose “WE MAKE LIFE COUNT”. This guided internal communication brand activation to re-enforced the pioneering spirit of its researchers and lab assistants.
BRAND
NEWLETTER
WEB
PORTAL
We devised a visual look & feel and navigation wireframe to guide our digital partner on their new web development phase.
The aim was to make the brand more accessible to a wider audience and elevate the image of Wits VIDA as a world-class research Institute, recognized by its peers.
