Brand Development
Although the leadership team at Blossom Innovations has deep experience in product development, they’d never taken one of their innovations to market. As the lead brand strategist on the project, I worked closely with the team to build the foundational brand strategy for the innovative medical aesthetic technology startup.
Client
AVAVA
Background:
Blossom Innovations hired the brand team at Hyperquake to launch a new start-up, AVAVA, and its first product, MIRIA. Facing a tight timeline and pressure from investors, leadership was anxious to get the product into the hands of aestheticians.
Goal:
The challenge was to manage two brand launches simultaneously, while ensuring consistent and clear brand differentiation for physicians, in a start-up environment.
Tactics:
Created a clear brand architecture that would allow for product expansion in a new category
Built brand core elements that shared some elements, but also included differentiation for the unique brands and future products
Identified insights to clearly communicate revolutionary dermatology laser treatments and highlight technology achieved with MIRIA
Developed key messaging for product features and benefits that informed copy and visual elements on the website avavaskin.com and in tradeshow booth elements
Created launch strategy and provided healthcare physicians with sales materials such as counter cards, banners, and brochures
Results:
Approximately three months after launch, AVAVA was awarded $35M in funding.