Case Studies - Evie - the birth of a new brand
Developing a powerful brand name can be a labour of love, requiring forethought, planning and careful development to bring to fruition. The investment of time and effort is intense, so it makes sense to protect the new brand as it reaches consumers and attracts attention.
Sometimes in the rush and excitement of design, brand protection is an afterthought and unexpected obstacles arise in registration, leading to disappointments, delays and spiraling costs. This case study, on how to bring life to your brand shows how easy the process can be with the right expertise.
By combining intelligent research, lashings of creative inspiration and a dash of concentrated expertise in brand protection at an early stage, the Masters of the Coombe and Rotunda delivered a perfectly-formed new brand in ante-natal care: Evie.
In developing the new pregnancy care service, the doctors looked to branding and design expert Nik Dillon (WeMakeDesign) and trade mark attorney, Mary White (Hanna Moore + Curley) for specialist advice. First, Nik conducted in-depth market research to find out what new mums really wanted regarding perfect pregnancy care, establishing that the brand needed to offer reassurance and acknowledge the fact that being a mum is tough and to acknowledge the whole journey, not only the moment of birth. Nik set about building a brand which was underpinned by medical excellence but which focussed on the new life ahead for mum, dad and everybody involved. While Nik’s creative process unfolded, Mary ensured the technical requirements for brand protection were being met. This timely collaboration allowed the intellectual property registration process to run smoothly and flawlessly. Nik and Mary delivered the new logo and tagline as registered trade marks in perfect time for the launch of the new service.
The service was named Evie (symbolizing life). The name is meaningful, friendly and emotive. Evie cares about mums and acts like their best friend. The brand celebrates a family’s special and memorable journey, every step of the way, and we’re very proud of it.
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