Effective Brand Management: How ESMO Maintains its Global Relevance
Client: ESMO (European Society for Medical Oncology)
Clients and Objectives
Founded in 1975, ESMO (European Society for Medical Oncology) is the largest oncology organization in Europe. With more than 20,000 professionals from 150 countries, ESMO is a leading authority in oncology education and information.
For nearly 10 years, we have been working alongside ESMO with the aim of: identifying and defining clear guidelines for managing the brand’s corporate identity,
conveying its values and strengthening its voice, improving brand recognition across all products and channels, finding ways to highlight different activities and topics, promoting the brand across different types of media, both physical and digital - from office signs to fliers - while maintaining consistency and compliance with the guidelines.
Prestige, Experience and Commitment
We have been looking after every aspect of the visual communication of ESMO’s image since 2010: from the creation of graphic assets to helping organize its annual international congress.
We have channeled the organization’s values into a unique and recognizable brand that expresses its dynamism and research developments. To do this, we have used the diamond metaphor; perfect for expressing the concepts of “precision”, “structure” and “quality”, and connecting elements through a crystalline system, providing uniformity to the various activities carried out: from online training to scientific publications, to international congresses.
In our approach to managing ESMO’s image, we have paid special attention to the sub-brands making up the structure of the organization.
Indeed, it has proved crucial to give each of these their own unique identity, while remaining faithful to the guidelines for the corporate brand’s global image.
ESMO stands out due to its wide range of services, and it is of fundamental importance to ensure that users not only know about but also fully understand the specific features and differences between the various offerings proposed by the organization.
The first thing we did to bring some order to this complex situation was to create the “Discover ESMO” website on the occasion of the launch of the 2022 congress. The website is a kind of online brochure presenting the wide range of services offered in a detailed manner to facilitate the conversion of users into members of the organization.
All the activities carried out, from design to implementation, were planned to give a fluid and consistent user experience, above all for those browsing on mobile devices, enabling users to fully appreciate what ESMO has to offer.
Brand Consistency, Social Identity
We have implemented a new layout for the graphics used for social media based on elements already established within our design system.
A concrete example of this use can be seen in the bubbles, i.e., dialog boxes, which have been particularly enhanced in this new configuration. The main aim was to optimize and broaden the functionality of this element, integrating it more effectively into the design system.
This meant not only guaranteeing a coherent visual appearance, but also ensuring a better user experience through greater cohesion and ease of use within the various platforms and social media channels.
A Well-Ordered Brand Manual thanks to Frontify
A complex and multifaceted organization like ESMO thrives on continuous interaction and dialog.
To facilitate growth and encourage sharing between members of the organization and external parties, we used Frontify, one of the most widely used brand management platforms.
Through collaboration with our partner Frontify, it was easier to create a well-structured brand manual and effectively convey the guidelines to be used to communicate ESMO values, activities and initiatives.
International Oncology Congresses: Our Support
Oncology congresses organized by ESMO in Europe and Asia are key to the life of the organization, facilitating discussions and updates on advancements in global research.
Every year, we strive to support the communication of these important events, guaranteeing a strong visual brand identity, clarity of the information provided and consistency with previous editions.
“With the valuable support of Ander Group in the management of our brand identity, we have been able to strengthen the visibility of our brand on a global scale. We are shaping a future where ESMO will be an undisputed leader in the fight against cancer at an international level and we are proud to have a partner like Ander Group at our side in this endeavor.”
Juan Pablo Fernàndez / Head of Marketing