Team
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RDLB
Services
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Branding & Identity
Logo Design
Creative Direction
Strategy & Positioning
Experience Design
About
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Translating Trust: How to Balance Independence & Heritage when Creating a Sub-Brand.
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In 2025, Grupo Médico Santa Paula—the trusted medical institution in Caracas—partnered with RDLB to create a new national brand for their lab network. This sub-brand would be independent in tone and positioning, yet aligned in visual identity and operational excellence with the parent brand.
The mission:
Build a direct-to-consumer diagnostics brand that could be quickly adopted by the Venezuelan public, scale across the country, and deliver trust in a market saturated with noise and skepticism.
The Challenge
While GMSP enjoyed strong recognition in clinical care, their lab testing services lacked a distinct identity. The Venezuelan diagnostic market was fragmented, dominated by outdated brands with cold, technical communication. GMSP needed to launch a brand that was:ï‚·
Memorable and friendly for everyday peopleï‚·
Trustworthy in a climate of institutional doubtï‚·
Scalable across dozens of physical locationsï‚·
Visually unified from signage to social media
They weren’t just naming a new lab—they were creating a healthcare experience meant to represent the future of diagnostics in Venezuela.
The Insight​
Our research uncovered that Venezuelan consumers didn’t just want fast results—they wanted clarity and care. In a country where health information is often delayed or distrusted, the true value of diagnostics lies in peace of mind.
The winning brand would be one that speaks to the human side of healthcare: quick answers, clear communication, and the warmth of being looked after.
From this core insight emerged the brand idea: prueVita–Pruebas que dan vida
A name that merges “pruebas” (tests) and “vida” (life), it promises more than results—it delivers reassurance.
The Execution​
RDLB led the complete branding process, from concept to customer experience:
→Brand Strategy & Architectureï‚·
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Developed an endorsed brand model: GMSP remains the institutional pillar, while prueVita becomes the everyday face of testing.ï‚·
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Built a flexible brand system to allow for sub-lines
→Naming & Positioningï‚·
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Chose “prueVita” for its simplicity, clarity, and emotive power.ï‚·
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Defined the brand promise:
Resultados Rápidos, Información Precisa.
(Fast Results.Precise Information.)
→Visual Identityï‚·
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Designed a clean, modern logo with a butterfly vector to keep the brand in harmony with its parent brand.ï‚·
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Color palette balanced clinical trust (light blue+transparent tones) with modern, minimal font DM Sans.ï‚·
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Typography focused on legibility and softness—approachable without losing precision.
→Physical & Digital Experienceï‚·
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Created the store concept for labs: seamless, bright, minimal, efficient.
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Designed signage, uniforms, digital templates, social media kits, and billboard campaigns.
