CRScube

The challenge
CRScube is a Korean clinical trial technology company with a dominant 80% market share in its home country. While highly successful across Asia, particularly in Japan, China, and Korea, their growth relied largely on personal relationships in a market where reputation travels by word of mouth. Marketing had historically taken a back seat.

A shift toward global growth

That changed with the opening of their UK branch and an ambition to break into Western markets, particularly the US and Europe. But traction was slow. They needed more than a consistent brand – they needed to uncover and articulate their shared DNA: the essence that connects teams across cultures. The challenge was to define a compelling brand identity and messaging system that communicated CRScube’s capabilities, adaptability, scalability, and value in a highly competitive, data and outcome-driven global market.

Pride in Korean origins

A key priority for the CRScube team was to ensure their Korean origins and cultural identity were proudly embedded in the rebrand. This wasn’t just about differentiation—it was a matter of authenticity and pride. The new brand needed to carry the nuances of Korean design and storytelling into every touchpoint, while still resonating with international audiences.

Alongside this, they were looking to define a clear product structure under a distinctive brand identity, by presenting their offerings in a more unified and strategic way.

Our approach
We began by working closely with CRScube to define their brand personality and tone of voice—establishing a foundation that felt authentic across geographies while highlighting their precision, innovation and people-first ethos. Our team ran collaborative workshops and produced a detailed competitor analysis and audience personas, aligning internal understanding with external needs.

Visual identity, messaging and product structure

We immersed ourselves in Korean brand aesthetics, identifying distinctive visual cues and applying them subtly across the new identity to honour CRScube’s cultural roots. This influence was carefully woven through the brand, from layout principles to iconography and motion, ensuring the finished product reflected both where the company came from and where it was heading.

This insight informed a refreshed brand identity, supported by guidelines and a suite of core tools for global rollout. We approached their product suite using a branded house model, crafting a hierarchy that made the full offering easier to navigate and understand.

We then developed messaging that would speak confidently to global audiences, followed by the marketing collateral to bring it to life. Our creative and design teams produced campaign materials, brochures, and a high-impact launch video, alongside supporting the CRScube team with a coordinated social launch and exhibition stand creative.