As a leading centre in the research and treatment of oncological diseases, IPO must regularly assess itself to ensure the recognition of the objectives of its administration, the effective communication with its target audience and the innovation for which it is renowned. Thus, the project aims at repositioning the IPO Porto brand, ensuring a solid evolution.
The proposal equips the brand with a strategic approach that revitalises its positioning, communication and redefines the visual identity, updating the art direction in order to create an image that conveys a sense of closeness and empathy for the IPO. The changes ensure that the communication strategy evolves by defining criteria that simplify and organise the internal and external communications while ensuring that information access needs are met. Lastly, it affects the target audience by revitalising and highlighting the role of research, innovation and education/training at the IPO while matching existing target audiences with content that interests them, ensuring effective communication.
