Early on, we grew an upstart medical device company from its startup days, into product expansions and through its $3.7 billion acquisition by Medtronic. Later, I went on to consult with device companies Invuity and Tria Beauty, developing messaging, brand strategy, design and product naming.
Brand Vision & Logo Design
My work also included product logo design for Invuity's outreach and awareness programs supporting healthcare professionals and administrators. Ideation and brainstorming sessions with the executive team also led to refinements in the brand vision to connote a broader positioning — beyond products to service programs and consultative partnerships — leading up to its acquisition by Stryker.
Product Messaging, Packaging & Point of Sale
Prior to Invuity, I partnered with Tria Beauty's marketing and creative teams to redefine the messaging around a range of anti-aging devices. Clarity and simplicity were key to this effort — encompassing packaging, point-of-sale and collateral — to differentiate from encroaching mass beauty competitors, support new claims and enable seamless translation efforts.
Medical Device Marketing: Product Identity, Packaging & Advertising
Known for pharmaceuticals, not devices, Abbott tapped my agency to grow the Abbott Vascular Devices division, aiming to create awareness, establish and build credibility and unify acquired brands under a single umbrella.
Over the years, we also developed a fresh, straightforward tonality within Abbott’s target markets, evolving the brand to articulate a confident, peer-to-peer voice.
My brand-building work with Arterial Vascular Devices (AVE) began at the startup stage and continued over five years across all media through their acquisition by Medtronic and thereafter, continuing to work with their corporate marketing team.
