How Doctolib has declined its new branding
Post-rebranding production industrialisation: 46 e-books, 2 trade shows, over 14,000 assets adapted
*As Soon As Possible (tired of anglicisms)
46
Produced e-books
2
Equipped rooms
14,000+
Revised assets
Project details
Client
Doctolib
Sector
E-health / SaaS
Duration
12months
Équipe
3 experts
Subscription type
Error
The customer
Doctolib, the undisputed leader in online medical appointment booking, had just completed a major internal rebranding. New visual identity, new colour codes, new typography: the brand had evolved to reflect its maturity and leadership in the European market.
But a rebranding is just the beginning. The enormous task of implementation remained: updating the entire communication ecosystem without exception. E-books for healthcare professionals, materials for trade shows, assets for doctors, practical guides, commercial presentations... A titanic inventory.
The challenge for Doctolib? To industrialise this production without mobilising the internal design team (already overloaded with the product) and without sacrificing quality. Each document had to be flawless: Doctolib addresses demanding healthcare professionals, where the slightest mistake or visual inconsistency would undermine credibility.
It is in this context that Doctolib sought out Dafolle for a mission to industrialise graphic production: to apply the new branding across all existing materials, with a premium quality level and ultra-short deadlines. A less strategic but absolutely critical mission for the deployment of the rebranding.
Our initial audit revealed 6 critical friction points.
(And no, it was not just "the button is too small")
01 /
Rebranding completed, gigantic variation
The rebranding had been successfully carried out internally, but there remained the enormous task of rolling out the new identity across the entire communication ecosystem. Hundreds of documents, materials, and assets needed to be updated.
02 /
Design team engaged with the product
The internal design team at Doctolib was fully focused on the product (doctor platform, patient app, critical features). It was impossible to engage them in graphic production tasks, no matter how important they were.
03 /
Considerable production volumes
46 e-books intended for healthcare professionals, materials for 2 major salons, 14,000+ various assets (guides, practical sheets, sales presentations, email templates...). A colossal volume impossible to process internally.
04 /
Maximum quality requirement
Doctolib caters to demanding healthcare professionals. Every document must be impeccable: zero errors, perfect visual consistency, and strict adherence to the new graphic charter. No room for approximation.
05 /
Tight deployment deadlines
The rebranding needed to be rolled out quickly across all touchpoints to avoid a period of visual inconsistency (old and new identities coexisting). Non-negotiable deadline for the official launch.
06 /
No access to impact metrics
Important constraint: Dafolle did not have access to the engagement or conversion data of the product media (managed by the internal Growth team). It was impossible to measure the direct impact of our work.
Our Agile Approach
A 3-phase strategy with rapid iterations every 48 hours.
Month 1-2
Onboarding & Process
Immersion in the new Doctolib branding, understanding of the graphic charter, typographic rules, and colour codes. Implementation of an industrial production process with rapid validation of deliverables.
Months 3-6
Production E-books & Workshops
Intensive production phase: 46 e-books for healthcare professionals (practical guides, technical sheets, educational content) + complete creation of materials for 2 major trade shows (roll-ups, banners, brochures, badges...).
Month 7-10
Revision Assets Doctors
Massive review of the 14,000+ assets for doctors using the Doctolib platform: user guides, practical sheets, communication templates, training materials, sales presentations...
Month 11-12
Handover & Empowerment
Creation of reusable templates for the Doctolib team, documentation of the branding variation rules, training of the internal team on the use of the templates for autonomy on future productions.
The implemented solutions
Concrete actions for measurable results.
The image rendering
A small overview of what has been done for
Their feelings about the collaboration
This is a fake test that needs to be imagined.
And in numbers?
Concrete actions for measurable results.
46
Professional e-books
Complete production of 46 e-books intended for healthcare professionals: practical guides, technical sheets, educational content - design, layout, high-quality PDF exports.
2
Trade shows
Complete creation of materials for 2 major trade shows: roll-ups, banners, brochures, badges, signage, digital supports for screens...
14,000+
Declined assets
Massive revision of more than 14,000 diverse assets intended for doctors, patients, and internal teams: guides, fact sheets, templates, presentations, training materials...
12 months
Project duration
The tools used
Rebranding in progress?
Have you completed your new identity and are dreading the roll-out phase?
