An ambitious specialist medical brand is born

With much enthusiasm to start this very specialized business in Hong Kong, Dr. Milton Leong, Dr. Alexander Doo, and their team have been raising the criterion of In-vitro Fertilization since 2014. To better reveal their ambition, a strategic brand positioning and a meaningful name were the two crucial tasks among the entire HKIVF brand building programme.

After our preliminary brand investigation, which had covered management sharing, brand audit, market study (locally and globally), and trend research. “Next” was the new brand positioning consequently recommended, in addition, it provided 2 distinct naming directions for HKIVF — Envisionary and Figurative. The new brand name “Belivf” was eventually put forward.

The outcomes have been established an essential framework for HKIVF, which can let them subsequently build their brand.


Design partner: TMN
Photographer: Leong Ka Tai


Brand Positioning/  Naming