Background
One initial challenge in the case of Wellspect was that healthcare practitioners (HCPs), the main customers of Wellspect, were more aware of the individual product brands than the company itself. Even though the brands were seen as very high quality there was no link back to the Wellspect corporate brand which was relatively unknown.
UP used the BASE-UP (Brief, Audit, Strategy, Execution and follow UP) project management approach in developing this project.
The brief
One of UP’s tasks was to unite the disparate visual identity of all the Wellspect brands and help revitalize the image of the company, helping make it more focuzed on the people who were enjoying a freer and fuller life thanks to their products.
Next step was the audit. We firstly conducted an external survey with HCPs, doctors and nurses to better understand awareness and perceptions of the Wellspect brand and products in the market as well as that of competitors.
We also conducted internal surveys of the sales teams to understand how the Wellspect brand was perceived internally from their perspective. We also held internal branding workshops at company offices in Gothenburg and Los Angeles, engaging over forty marketing, product and sales executives.