Telling a Brand Story
Brand proposition development
The Medical Protection Society is the world’s biggest medical protection organisation, offering indemnity and expert advice to medical and dental professionals throughout their career. Having introduced a new look and feel, MPS asked Cherry Tiger to help them develop their brand identity. Although a new colour palette, font and illustrative style were already in place, this had not been extended to photography, tone of voice or messaging structure.
This was an extensive, six-month project to develop a full Brand Story, undertaken with the senior marketing team and various stakeholder groups to define the core brand proposition, ‘More than Defence’ and identify what this meant to MPS’s 300,000 members. Having moved to a much more member focussed outlook, we introduced new messaging that broke down ‘More than Defence’ into three core pillars – ‘More support, More advice and More defence’. Finally, we developed more granular messaging for multiple audience groups – from students to consultants.
To support the Brand Story, we developed a new, extensive suite of brand photography from a series of five photoshoots, to capture portraiture shots of each core audience. Celebrating the changing demographics of the medical and dental professions, we used real members, in real situations to demonstrate how MPS, understands the realities of modern medical and dental practice. We also developed all the launch collateral for new brand – from new departmental signage to full wall vinyl’s and posters