AIONX had a lot going for them: a team of brilliant engineers, revolutionary technology, and a product with the potential to completely disrupt the market. But one key thing was keeping them from establishing themselves — they didn’t have a brand.

Opportunity

Develop a brand that portrays AIONX as cutting edge and establishes the company as an industry leader. Since the technology has never been seen before, design a mode of action graphic — a visual representation that allows the audience to understand how it works at a glance.

Strategy

AIONX is a medical technology company with a revolutionary product, so we knew that the brand would need to be modern, clean, and precise. Creating a brand is a lot more complicated than just coming up with a catchy name and sleek logo, though. Why? Because brand permeates everything — positioning, tone of voice, collateral — it’s everywhere, and it’s the part of your company that customers connect with.

We wanted more information, so we started with research. We defined the market, evaluated competitors, and outlined the customer journey. Once the research phase was complete, we had a clear picture of the competitive landscape, a plan to to propel AIONX forward, and a brand strategy to set them apart from the competition.

Results

Following the launch of the new brand, AIONX steadily gained recognition: one of their studies was published in the American Journal of Infection Control, a premier medical journal, and they became active on the trade show circuit. Perhaps most compellingly, AIONX signed several new hospitals as clients, tripling sales.