Bringing order to an existing ecosystem

Services
- Brand Positioning
- Brand Architecture
- Brand Ecosystem
Industry
- Pharmaceuticals and Medical Products
Client

Grifols S.A.

Grifols is a leading healthcare company that was founded in 1909 in Barcelona, and offers pioneering plasma-derived innovations and transfusion diagnostics solutions. Its mission is to improve the health and wellbeing of people worldwide.

Challenge

An in-depth
brand review

Grifols trusted us to develop an internal brand architecture project that would allow them to clarify and simplify the use of their brands, making them more understandable to different audiences.

The review of the roles and objectives of each brand that forms part of Grifols allowed us to harmonize its architecture, positioning them in a distinctive way and establishing specific criteria for the application of each of them.

Defining
the objective
of each brand

Solution

Defining the
value proposition
of each brand

We defined the role of the different internal brands (We Are Grifols and One Grifols), their main audiences and their implementation criteria in the different actions and communications of the organization were defined.

We developed the different positioning and platforms of each of these brands, including their essence, their personality and the specific rundown of corporate values. The different Grifols brands had been created organically to respond to the needs that had arisen over the years, but an asymmetrical internal brand ecosystem had been generated in which duplicities and inconsistencies were detected that did not help internal audiences to understand the organization's value proposition.

Challenge

Organize, define
clarify

We Are Grifols became the internal brand that would exist to create a sense of belonging, while One Grifols accompanied the project to foster a culture of internal collaboration within the company.

We established the role of the One Grifols programme by defining it with its own positioning, brand essence and values, as this would be key to clarifying and facilitating its use by internal audiences. One Grifols would remain as a specific programme aimed at encouraging collaboration through joint actions and strengthening relationships between professionals under We Are Grifols, culminating the process of harmonization and simplification of Grifols' brand architecture.

Solution

Establishing
relationships

In addition, we established the criteria for the relationship between the different brands, One Grifols became a brand under We Are Grifols and its criteria for coexistence with the corporate brand were established. The internal and external use of the brand was differentiated.

This meticulous and elaborate solution incorporated a usage criteria guide for both brands that included the definition of their audiences, objectives, features and values that characterized their tone of voice, and the channels through which they would communicate.

To ensure their correct application, we defined the specific values for each type of specific action: talent activations, team building sessions, exhibitions...

Solution

Other brands
within
the group

In parallel to this harmonization of the brands, we also worked on another of the company's communication requisites: the creation of a brand for the Grifols Humanitarian Research Awards in Haemophilia, which would become part of this ecosystem.