Collaborating with my writing partner, Lydia Dobbs, is always a deep dive into complex clinical data, and the new branding for SENTÉ Lab’s proprietary technology was an intriguing challenge. Our goal was to create a differentiating clinical story/look for a product line that wasn’t clearly communicating it’s significant dermal benefits.
We dove in, collaborated with their clinical, sales, and training leads, and distilled a cohesive clinical narrative, staring the brand’s ownable hero, their proprietary glycosaminoglycan, heparan sulfate analog (HSA).
Extensive concept development brought to light HSA’s true status as The Master Hydrator. I designed and illustrated fresh and compelling visuals to complement our refined story of unique hydrating benefits and the key message: Drown the Dysfunction of Dehydration.
New HSA graphics and key messages were carefully orchestrated into a crucial keynote sales aids and clinical training presentations. Clinical and marketing creative were woven throughout a variety of other campaign components, including packaging, trade show, and dermatology practice promotions.
I worked within SENTÉ’s existing brand style guidelines to update the enhanced HSA brand, with a seamless fit, into their current product lineup.
Redefining HSA helped to better position the technology in the minds of dermatologists, and to clarify the product’s use in regards to their patients’ skin health regimens.
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“Where the spirit does not work with the hand there is no art.”
– Leonardo da Vinci
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