Queensland Fertility Group
Background
In 2009 Queensland Fertility Group (QFG), the top fertility clinic in Queensland, was asked to join the IVF Australia umbrella brand along with Melbourne IVF. This meant a complete rebrand and a collaboration with IVF Australia which saw elements of the QFG brand integrated into the umbrella brand. The QFG corporate purple was slightly modified and the corporate mark and tagline updated. The curved lines were retained and integrated into the IVF Australia Corporate Brand Guidelines.
We created
Brochures / Flyers / Banners / Stationery / Forms / Labels / Maps / Postcards / Corporate Style Manual / Newsletters / Multimedia Presentations / Signage / Illustrations / Press Advertisements / Online Advertisements / CMS Website Campaign Landing Pages / Promotional Website Graphics / E-Newsletters / Copywriting / Press Releases / Facebook Ads & Reporting / Social Media Strategy & Implementation / Social Media Policy
Teams Involved
Brio Design
Brio Digital
Brio Advertising
Brio PR
Objectives
To gradually introduce the new brand through a staged release of marketing collateral and advertising. To create a unified brand that doesn’t alienate the existing customer database. To strike a balance between the real-life photography and emotional look and feel of the QFG brand and the clinical and scientific look and feel of the IVF Australia brand.
Strategic Approach
First the corporate mark was updated and the rest of the corporate brand elements were slowly introduced. This allowed for a seamless transition and helped create a synergy between QFG, IVF Australia and Melbourne IVF. Brio Group ensured that each marketing piece was sensitive to the original look and feel and always has the interests of the consumer at heart. Brio Group tapped into the IVF Australia marketing suite and consolidated a number of forms, diagrams, charts and graphs to create a stronger, more unified brand.
Results
Brio Group created a multitude of marketing collateral including a dynamic and interactive presentation with movies and custom illustrations for QFG’s Patient Information Events, corporate banners, forms, signage, brochures, stationery, websites and eMarketing campaigns. A special piece – the Embryo Transfer Diary – was also conceived as a tool to help IVF patients survive their harrowing ‘2 week wait’ to see if their IVF cycle has worked. A number of advertising campaigns have been produced across print, digital and social media channels to ensure QFG remains the most successful clinic in Queensland. QFG and IVF Australia were thrilled with the new approach and have begun to their share resources as a result. A number of marketing pieces and advertising campaigns were passed on to IVF Australia who have used these to market to their own customer database.
Design
Digital
Advertising
