VeHiCe Chile
Danya Balero
🧪 Case Study: Corporate Communications & Brand Image for VeHiCe
Histopathology Laboratory | Chile
🎯 Project Overview
As a Marketing Communications Intern, I supported and executed brand communication initiatives for VeHiCe, a fast-growing histopathology laboratory based in southern Chile and recognized as one of the top ten high-growth companies in the aquaculture industry.
VeHiCe operates in a highly technical, medical-scientific environment, serving international markets such as Mexico, Colombia, Peru, the United States, Canada, Scotland, and Norway. The challenge was to translate complex scientific knowledge into clear, professional, and visually compelling communication, while strengthening the company’s corporate image across multiple touchpoints.
This project represented one of my first major professional challenges, combining strategic communication, design execution, content management, and stakeholder coordination in a highly specialized industry.
❗️Challenge
Highly technical medical-scientific language difficult to communicate to non-expert audiences
Need to standardize and refresh corporate branding across multiple formats
Growing international presence requiring bilingual (Spanish–English) communication
Underutilized content channels (blog, email marketing, social media)
Ensuring visual and editorial consistency across all brand touchpoints
✏️ My Role
As Marketing Communications Intern, I was responsible for:
Corporate communications and brand image support
Coordination of press and media relations
Graphic design and visual adaptation of institutional materials
Blog content management and editorial updates
Email marketing campaign execution
Social media auditing and visual alignment
Cross-functional collaboration with scientists, designers, and advertisers
💡 Strategic Approach
The core objective was to strengthen VeHiCe’s corporate credibility while making its communication clearer, more visual, and more accessible, without compromising scientific rigor.
My work focused on:
Translating scientific content into structured, visually digestible formats
Applying a cohesive visual identity across print, digital, and event materials
Improving content consistency across owned channels (blog, email, social)
Supporting brand growth through professional, bilingual communication
🔄 The Process
Phase 1: Brand & Channel Audit
Reviewed existing corporate materials and communication formats
Audited the Fish Pathology corporate blog and social media presence
Identified opportunities for visual, editorial, and structural improvements
Phase 2: Visual & Editorial Refresh
Updated technical-scientific report templates, making them more infographic, readable, and visually appealing
Refreshed institutional templates for:
Presentations
Brochures
Trade show stand materials
Phase 3: Content & Campaign Execution
Edited existing blog content and published biweekly new articles
Designed bilingual advertising pieces (Spanish & English) for:
Industry magazines
Trade fairs
Sector-specific websites (Chile & Norway)
Created merchandising materials aligned with the new visual identity:
Folders
Agendas
Calendars
Phase 4: Email & Community Management
Planned and executed monthly email marketing campaigns (promotional & loyalty-focused)
Managed communications for a database of 15,000 contacts
Audited and updated social media visuals to align with the renewed brand identity
📈 Results & Impact
+12% increase in monthly blog subscribers following content audit and editorial optimization
Improved brand consistency across digital, print, and event channels
Stronger alignment between scientific credibility and visual communication
Enhanced international brand presence through bilingual materials
🛠️ Key Deliverables
Refreshed corporate branding materials (reports, templates, presentations)
Bilingual advertising assets for international industry media
Merchandising design for events and corporate use
Blog content optimization and ongoing editorial management
Monthly email marketing campaigns
Social media visual audit and updates
🔍 Tools Used
Adobe Suite (InDesign, Illustrator, Photoshop)
Email marketing platforms
CMS / Blog management tools
Internal collaboration tools
💬 Reflections
This experience marked a turning point in my professional growth. Working within a medical-scientific environment taught me how to communicate highly specialized knowledge without losing clarity, credibility, or visual appeal.
Collaborating closely with scientists, histopathologists, designers, and advertisers helped me understand how strong brand communication emerges from cross-disciplinary teamwork.
As a curious (and unexpected) takeaway, I also learned how to identify diseased salmon tissue at a glance -- and why you should never buy supermarket fish labeled as “smoked” if you’re looking for truly fresh, high-quality protein.
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Posted Apr 28, 2022
As a Marketing Communications Intern, I executed brand communication initiatives for VeHiCe, a fast-growing histopathology laboratory based in Chile.
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Veterinary Histopathology Center
