CREZEN. Brand Positioning, Naming & Identity
Our challenge was to create a brand for a new medical center specializing in pediatric care by developing a positioning, name, and identity to reflect the best attributes of private medical care:
Children’s Medical Center in Madrid is of the highest quality
Leading doctors in their categories delivering first-class care
Extensive specialties such as otolaryngology, endocrinology, physiotherapy, etc.
Excellence in service through personal attention and human warmth
Our analysis recommended we focus the positioning and messaging around the idea of Caring:
People helping other people.
People are at the center of the brand. Friendly and compassionate staff
Focus on the community, rather than doctors or technology
Caregivers are to see things from the children´s and their parents´ perspectives, viewing them as complete persons with unique hopes and dreams, and treating them differently.
The chosen positioning can be summarized as Leadership in the patient’s experience: It’s not just about the treatment, it’s about how people are treated.
To set the brand apart, it's crucial to begin with a name that implicitly reflects its values and vision. This helps enhance brand expression and differentiation through both written and visual elements, such as language and identity. We followed a rational process to come up with a unique, differentiated, and creative name, taking into account all the variables that could contribute to its success. Our goal was to metaphorically communicate the desired attributes, finding a name that’s easy to pronounce and remember. As a result, we landed on "Crezen," a name that combines evocative and lexicographical elements.
We also designed a compelling brand personality to achieve an optimal brand experience for the patients and their parents, as well as the staff:
An environment that, in its design and execution, is extremely sensitive to patients and their parents, seeking an experience that helps well-being and healing.
Offering an experience and sensation of tranquility and confidence.
