LaSexta wanted to group its CSR initiatives focused on medicine and outreach under a brand that was capable of speaking to scientific rigor, but without losing the emotionality of CSR.
Science
with
will
STARTING POINT
SOLUTION
Clearly, the medical glossary was a starting point, but the challenge was to bring very different stakeholders into agreement around the right mix of description and emotion.
Medical vocabulary to establish a clear mental framework.
An accessible play on words to easily connect with the viewer.
A layer of emotion through double meanings.
Project details
Project Date
2014
Tasks
Naming
Client
Atresmedia Group
Agency
AFTERSHARE
Brand strategy
Branding to Catalyze a Cultural Change
Branding to Catalyze a Cultural Change
Some Gins are Authentically Galician, and Others are not.
Some Gins are Authentically Galician, and Others are not.
A round Trip through Time
A round Trip through Time
A Conscious and Purposeful Rum
A Conscious and Purposeful Rum
Fearless Cheese
Fearless Cheese
The Rebranding of an Academic Discipline
The Rebranding of an Academic Discipline
Creativity
A Hotel that Tells Stories
A Hotel that Tells Stories
The Technology that Moves Rocks
The Technology that Moves Rocks
Writing the Story on a Chessboard
Writing the Story on a Chessboard
Precision Aesthetics
Precision Aesthetics
A Sea of Aspiration
A Sea of Aspiration
Naming
Team, Control, and Solvency
Team, Control, and Solvency
Hosting from Shared Values
Hosting from Shared Values
Gastronomic Liturgy
Gastronomic Liturgy
The Pinnacle of a Way of Working
The Pinnacle of a Way of Working
A Cheese Made to Seduce
A Cheese Made to Seduce
The Coffee that Refuses to be Encapsulated
The Coffee that Refuses to be Encapsulated
Desserts to Re-Peat
Desserts to Re-Peat
Science with Will
