Te Quejas**Con Razón
2024
Health, Institutional
Communication campaign, Brand research, Art direction, Brand strategy, Content strategy, Branded experience design.
Client's Problem
The Colegio de Biólogos de Castilla-La Mancha (COBCLM) faced a significant challenge: most people were unaware of the benefits of being a member, and many didn’t fully understand the organization’s role. Additionally, their communication needed a refresh to align with a more modern, dynamic, and appealing image that would resonate with younger generations.
Solution
We developed a strategic communication campaign to highlight the benefits of being part of COBCLM, using a fresh, relevant, and engaging approach. The challenge was to connect with a diverse audience spanning various age groups, which led us to adopt humor and transparency as a universal language to build an authentic connection with each segment.
The Design Idea
We identified widespread dissatisfaction within the biology profession and seized the opportunity to directly address the conversations already taking place among industry professionals.
The “Te Quejas* *Con razón” campaign was designed to openly highlight the issues faced across different branches of biology, without filters. At the same time, we aimed to provide a tangible solution: the reassurance offered by the College in helping resolve these very challenges.
This concept was brought to life through a series of visually impactful posters, split in half to depict the “before and after” of being a member, showcasing the concrete benefits of joining COBCLM.
Client's Results
The campaign successfully redefined COBCLM’s image, making it modern, engaging, and relevant. Membership inquiries increased as the campaign resonated with professionals across different age groups, while the College strengthened its position as a trusted, proactive ally in the field of biology.
“I’m a 100% satisfied. They have provided me more seriousness and professionalism to my brand. Thank you so much!”
Iván Ochando, CEO & Founder 4 Embryologists
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