Following an in-depth process, Hong Kong-based bioscience pioneer Diagcor Life Science has unveiled the results of its comprehensive brand realignment. The company’s widely-acclaimed new look is the result of a partnership with Hong Kong-based branding agency, Stepworks.

DiagCor selected the holistic branding agency on the strength of its reputation.

A pioneer in the exciting world of MDx (molecular diagnostics), DiagCor outgrew its startup branding after focusing on growth and innovation during its intense early years. Senior management decided to update the company’s image to better reflect the achievements of its talented young team.

The programme started with research, a brand audit, competitive analysis and a crash-course in the science and technology of molecular diagnostics in general, and of flow-through hybridisation in particular.

The subsequent brand definition process resulted in DiagCor’s new positioning phrase MDx is in our DNA, plus a set of key messages to be applied at every touchpoint. The corporate identity and logo were refined, standardized and applied across the company’s assets according to defined guidelines.

The Stepworks team produced a new website, suite of marketing materials, tradeshow booth design and more. The programme included a photo shoot and photo library development, design language and brand guidelines.
 

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