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«Rebranding is not about "refreshing the picture," but about changing perception and the scenario of interaction with the company»

In 2025, rebranding has ceased to be just a logo update. Especially in medicine, where brand = trust.

Daria Kolesnikova, creative director of INVITRO, shared how their company's rebranding went, what difficulties there were, and what came of it.

Main advice for companies in "sensitive" categories:
— It is very important not to be afraid to go beyond your own industry. Sometimes insights with high potential come from completely different industries. Because today, a person compares customer experience not only within the category.


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