Visiongate, an early lung cancer detection company, was seeking additional funding from investors and also the ability to educate consumers about the importance of detecting lung cancer early in order to save lives.
The outdated messaging from the previous site was targeted mainly at physicians and was confusing and filled with jargon. To reach the desired audiences, re-targeting the messaging and visual language was critical to the success of this project.
After discovery and understanding the target audience, market, and competitors, I pitched a full rebrand with updated logo, visuals, and messaging.
I also revamped the pitch deck to align with investors using clearer messaging and imagery that displays complex data and information in a concise manner.
Target Market & Core Messaging
Brand Position Statement
VisionGate is a diagnostics company leading the battle against lung cancer in high-risk patients using simple non-intrusive testing, 3D cell imaging, and a patented AI-powered cancer detection process.
Audience & Personas
With client input, we categorized the audience into three main buckets: investors, consumers of the product, and lab partners. Understanding and redefining the personas of the audience was critical to form a base for the brand to springboard off for success.
Value Proposition
With the core audiences defined, we worked closely with a brand copyrighter to focus on the consumer, and established three value propositions that we pitched to the client. Targeting consumers was important in order to drive up support from potential investors by revealing a clear gap in the existing market for testing of early stage lung cancer.
Consumers
High Risk Consumers
14.5-million individuals over age 50 years and 20 pack-years of smoking.
COPD Consumers
16.4-million individuals, 40% of whom continue to smoke post-diagnosis (6.56 million).
Investors
Angels and Angel Groups, Venture Capitalists, Private, & Corporate
Have general knowledge and/or previous funding in biotech, science and research.
Value Proposition
VisionGate is well positioned to capitalize on a shift that designates more consumers as “high risk,” opening a potential $19.75 billion dollar market for our cutting-edge cancer detection and imaging technologies. We own 43 patents for an innovative process that features AI-powered cancer cell detection and patented Cell-CT 3D imaging.
Lab Partners
Diagnostic Partner, Lab Partner
Have a background in distribution of diagnostics and expertise in biotech and consumer growth sectors.
Value Proposition
VisionGate is a clinical stage oncology diagnostics company focused on saving lives using patented technology for early detection, prevention and treatment of lung cancer and pre-cancer dysplasia of the lung.
User Experience and Navigation Reformat
The updated site’s main goal was to target the three audiences of consumer, lab partner, and investor. The client sought to drum up interest through consumers to help drive the product interest within lab and investor partners.
Breaking down the complex information of the technology while simultaneously showcasing how Visiongate was uniquely poised to be advantageous to investors were core elements addressed in the wireframing and prototyping stage.
Web Design Concept Pitch
Concept 1
This concept was aimed at focusing on investors and lab partners with the message of “illuminating the truth about lung disease” as the core focus. Relying on illustrative work to break down complex scientific concepts in a more approachable way, this concept uses overlapping layers to emulate the three-dimensionality of the technology without being too literal.
Concept 2
This concept targeted the consumer first above the fold and targeted secondary audiences below the fold. The design pairs well with the tone of the brand with confident, bold uses of color and warm, relatable imagery. This concept elevated the consumer proposition of “live your life.” This design fully embraced the consumer focus the client wanted and was able to get stakeholder and team buy off.
