Client: Quest Diagnostics

What we did: Positioning, message strategy, naming, creative concept, training materials

Advancing a brand within a brand

Quest Diagnostics was known as a leader in routine laboratory testing. But when the organization also wanted to be seen as a cutting-edge provider of genetic and molecular testing, the marketing team knew they needed to shift audience perceptions. So they came to us.

We recommended Quest Advanced as the new name for the sub-brand to keep it tied to the corporate brand, yet give it its own identity. Our strategic platform differentiated Quest as making advanced lab services and solutions more clinically accessible, actionable, and economical. Creatively, we took the corporate brand’s dot pattern to the next level, transforming it into a large “sphere of knowledge” that represents the many ways Quest Advanced bridges gaps and connects the diagnostic dots for more people.

To help the Quest team introduce the sub-brand internally, we created guidelines and training modules, allowing them to increase awareness of the breadth and depth of Quest’s advanced offerings externally.

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