CEQAL
CEQAL is one of the few labs in the world using internationally credentialed reference methods to verify the accuracy of clinical testing. I worked with them to define the core of their brand and bring it to life through a reimagined identity and refocused website.
Client
CEQAL
Project
Brand Identity
Sector
Diagnostics
Overview
Seeing through the noise
In clinical settings, lab results drive decisions that directly impact patient care and healthcare costs. Yet many proficiency testing programs rely on artificial samples with targets set by non-standardized methods, leading to error. CEQAL operates at a higher level. By using real human serum and internationally recognized reference methods, they deliver not just a measure of proficiency, but a measure of truth.
Positioning with purpose
Rooted in this idea, the brand was positioned as trusted lab experts. This came to life through the brand promise and tagline: The true measure of quality — a statement that reflects both CEQAL’s technical leadership and their commitment to better healthcare outcomes.
Setting a new standard
The refined visual identity featured a stylized crest with graduated markings, symbolizing precision and professionalism. A stark black-and-white palette reinforced clarity and confidence. The brand extended across sample labels, packaging, signage, employee lab coats, and a refreshed website that brought sharper focus to CEQAL’s unique value.
Outcome
The new brand raised CEQAL’s profile and strengthened its reputation, both inside and outside the organization. The website clarified their offering for different audiences, while the identity instilled pride within the team and confidence among clients. Together, these elements reinforced CEQAL’s position as a global leader in lab accuracy.
