Development of a new brand identity and communication strategy for a spinal technology company
Minimally Invasive Spinal Technology (MIST) is a medical device company dedicated to the betterment of care for children suffering from scoliosis. They recently made the shift to being a software focused company but AI/ML technologies are new in the spinal care industry and there is a lot of distrust and concern about safety and accuracy. They have partnered with Lighthouse Labs, a premier and nationally recognized Seed-Stage Accelerator in Virginia, and have asked the VCU Brandcenter to help them breakthrough into a market that’s just recently warming up to these kinds of technologies.
Jump to Executions:
There is a gap in patient emotional and physical care. Scoliosis impacts 2 million adolescents (between the ages of 11-17) in the United States alone, and the effects of scoliosis have overbearing influences on quality of life, self-image, self-perception, and life satisfaction.
Empower parents and patients to advocate for MIST. Provide a community around each of their child-patients. One that caters to their emotional and physical needs. To be a place for advice, encouragement, and empathy. Kids strong enough to deal with the day to day battles of scoliosis deserve to be seen as equals in the process of treating it. A child that knows what's happening will be more confident when around other kids, and adults, who don’t.
The Lasting Impact:
Life doesn’t have to change. Kids should still be dancers, and cheerleaders, and basketball players, they should still hang out with friends and still be kids. This product isn’t to alter their lives, its to keep them down the path they were already going. Through knowledge and empowerment, MIST will help each child adjust and flourish.
The current branding feels too “scientific”, and similar to other medical device companies. It doesn't stand out, nor give off the level of trust that we know MIST will provide.
We wanted to rebrand the logo and colors to be more conclusive of the consumer journey that patients with scoliosis encounter.
The new logo includes brighter colors that are more distinguishable, and a new logomark that breeds trust and a feeling of uplifting empowerment.
A nod to the actual vertebrae itself, mixed with an uplifting feeling.
We want people to look at this and know that MIST will be there to guide them throughout their scoliosis journey.
By using clear, understandable language that is inherently uplifting and inspiring, we can improve the attitudes of patients and family members, while reinforcing our expertise and technological prowess to professionals.
We redesigned the homepage to act as a quick snapshot of what MIST is all about as soon as you land on the site.
Implemented the new branding and tone.
Introduced illustrations and gradients to give it a more approachable and youthful feel.
Sponsored by MIST.
Meets users where they are.
Acts as a community hub for parents, patients, and physicians.
Content can include resources and inspirational stories.
MIST is not just a software company.
They're in the business of changing lives.
Charlotte Robins (ST)
Cat Marsh (ST)
Hannah Berling (AD)
Adam Bueler (AD)
Nebraska White (CW)
Nick Vega (XD)
Prahbjot Saini (CBM)
Sheila Villalobos (ST)
Cat Marsh (ST)
Matt Cavallo (AD)
Cain Luke (CW)
Dani Loleng (XD)