Building a modern & member-centric identity to move the field of dermatology forward.
EADV
Situation
The European Academy of Dermatology and Venereology (EADV), amidst a routine leadership transition, sought a new strategy and a modernized brand identity. EADV was a driving force in facilitating the exchange of knowledge between dermatology experts. However, the association had become complicated and diverged, and struggled to define their value proposition to their members.
Thus, the brand was at a crossroads - challenged to reposition an industry association in the 21st century, and increase the relevance and value it could add to its community of members. Further, they sought an effective strategy to unite the many independent units of the association to expand their overall impact.
EADV partnered with Quadric to navigate this strategy & identity transformation - with the clear objective of refocusing on member centricity and empowering international collaboration among its members.
Solution
We collaborated closely with EADV’s leadership team to develop and test positioning scenarios which explored the role of the association.
This process revealed a necessary shift for EADV to leverage the value of their international community and its potential to empower underfunded regions. This community was the most effective mechanism to achieve the shared vision of the association and its members: to stay at the forefront of clinical dermatology.
As such, EADV’s brand positioning oriented around the core concept of ‘Coming together to advance dermatology’. This was brought to life through a modernized brand identity, including a new logo, website, communications and brand presentation. The new identity activated a brand story about coming together, and engaged members to create active change towards improving dermatology outcomes worldwide.
The brand portfolio was extensively simplified, achieving substantial cost and efficiency savings association-wide, in addition to increased clarity around the different roles of business activities. This shift garnered favourable feedback, particularly considering the association’s committee-driven management.
This repositioning effort transformed EADV into a true network: empowering its members to help each other and move the field of dermatology forward.
