All Eights – Partnering for Excellence
Healthcare & Life Sciences Branding: Enabling Diagnostics Excellence through Valued Partnerships and Innovative Collaborations
AllEights started in 1983 and built its reputation as a distributor for In-Vitro Medical Diagnostic Equipment. Currently, AllEights has two offices (one in Singapore and one in Malaysia) with close to 80 employees. AllEights had developed a parallel business that supplies scientific equipment to industries ranging from the food industry to biotech research.
The issue was, each business faced very different sales cycles, the diagnostic equipment sector is heavily regulated, resulting in slow, complex sales processes. Conversely Scientific Equipment services diverse clients and has fewer regulatory hurdles. Both businesses deal with clients (Manufacturers) and customers (Users of the equipment) which adds another layer of complexity to very dynamic and ever changing industries.
Tangible recognised the different market dynamics, was an opportunity for AllEights. By creating a brand architecture matching the brands to the market environment, it enabled AllEights to target both sets of Clients & Customers.
Marketing & Communications
The inquisitive brand personality selected for AllEights was a big departure but reflected the ambition to be at the forefront of the diagnostic industry. A shared symbol allows the brands in the group to align but different colour palettes ensure they also have their own stories to tell.
The revamp of the visual and verbal communications culminated in a new website, design and built by Tangible. The result is a more progressive ‘look and feel’ for AllEights that capture a essence of their Purpose.
People & Culture
Tangible assisted with defining the brand’s values: 1) Committed to Excellence, 2) Partner to Grow, and 3) Collaborate to Innovate. The values are developed to help shape behaviour and ensure consistent interaction and engagement both inside and outside the organisation.
Products & Services
Tangible explored both monolithic and stand-alone brand architecture models. The approach allowed managements to review their business strategy. The result was aligning the businesses through a shared symbol while keeping distinct names (All Eights and Beacon Science). Both businesses have different websites, tailor to their distinct target audiences. The group is represented by the All Eight brand.
Spaces & Places
We developed mock-ups illustrating how signage for the brand can look to ensure brand consistency across all physical touchpoints.
