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CLIENT FACING, GROUP CAPSTONE, EMERSON COLLEGE, 2021
BUILD AWARENESS OF THE BRAND TO PREPARE FOR PRODUCT LAUNCH
DISTINGUISH BETWEEN HARDWARE AND SOFTWARE ASPECTS OF BUSINESS
UNDERSTAND AUDIENCE PROBLEMS AND NEEDS
REDEFINE BRAND PERSONA AND BUILD IDENTIFYING FEATURES
PRESENT BRAND WITH UPDATED BRAND GUIDELINES AND MARKETING STRATEGY
On the forefront of a major shift in the way healthcare is conducted, Nanowear is an FDA approved remote monitoring system working to provide hospital quality healthcare from anywhere. Using A.I., Nanowear combines both an intelligent data software system with a comfortable, easy to use hardware monitoring system unifying patient biomarkers and equipping doctors with everything they need to monitor their patients remotely.
Nanowears first innovation is in a competitive space, some of the worlds largest tech. companies are trying to become the first widely available remote healthcare systems. The technology they provide is complicated and while the software will be focused on the business decision maker, the hardware is focused on the end use decision maker. The company came to our capstone team ready to strategize GTM, but had low brand awareness and lacked brand unity. The brand noted intent to grow and expand in the future.
A new and improved naming convention that distinguishes hardware from software and allows both doctors and consumers to understand the value of the brand. The group suggested an overarching brand name of Nano Incorporated which could be further distinguished through segmentation of NanoWare - the software side of the brand - and NanoWear - the hardware, wearable functionality of the brand. This suggestion in addition to other brand identity features and communication strategies were presented to the brand in December 2021.
MINI SENSORS, MEGA CAPABILITIES
Diagnostics of the future.
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