Branding and Marketing Case Study: Vistapath

[yprm_heading heading=”Scaling an artificial intelligence medtech brand focused on modernizing critical pathology lab processes.” css=”{“tablet_landscape“: {“max-width“: “100ch“},“desktop“: {“max-width“: “100ch“}}” heading_hex=”#ffffff” uniqid=”63c2ed63413de” heading_fs=”{“xl“: {“value“: “3“, “size“: “em“}}”]

THE CLIENT
Vistapath has set out to modernize pathology laboratories, striving to deliver higher quality, efficiency, and consistency across critical lab processes. By leveraging computer vision and artificial intelligence, they create scalable, data-driven workflows, that increase quality, accuracy, and efficiency across critical lab processes. Vistapath’s flagship product, Sentinel, is a pioneering and expandable pathology processing platform that offers a variety of groundbreaking solutions.

THE PROJECT
Vistapath accomplished two significant milestones that prompted the company’s rebranding and relaunch. Firstly, their platform underwent clinical validation in a laboratory setting, and secondly, they secured Series A funding to facilitate the expansion of their operations. Although its original brand concentrated heavily on its core product offering in histology, its brand narrative extended beyond that. To revamp its brand platform, emphasize the value-added, and redesign its overall brand image, Stark / Raving was enlisted. The strategy was to deliver an agile platform to support rapid company and product expansions.

KEY OUTCOMES

Saved 4% of their total SaaS spend in the first 3 months, and 16% in the first year working with Zylo
Revealed 30% overspend in budget
Saved 10 hours per week, allowing more focus on strategic work
75 contracts negotiated by Zylo in year one
Reduced number of applications by 10% while experiencing rapid growth

[yprm_heading heading_size=”h3″ heading=”Refocusing their brand story to demonstrate value.” css=”{}” heading_hex=”#08141c” uniqid=”63f5115f1e87e”]

During the early stages of Vistapath’s brand, the spotlight was fixed on their platform – Sentinel. Emphasis was placed on the product’s attributes, advantages, and technical specifications. Through a series of brand strategy workshops, interviews, and research, our branding team delved deeper to uncover a more significant and profound narrative. The brand strategy was transformed from a technical one to a mission-driven story that showcased the concrete value that Vistapath and its platform offer to commercial labs, CROs, hospitals, and life science companies.

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[yprm_heading heading_size=”h3″ heading=”Messaging strategy build on corporate vision.” css=”{}” heading_hex=”#08141c” uniqid=”6421c860ab65a”]

A key component of our strategy was to ensure that the messaging was aspirational and closely aligned with Vistapath’s corporate vision for the future of pathology. The company’s groundbreaking use of artificial intelligence and computer vision that seamlessly integrates with existing lab workflows requires a paradigm shift among an audience that tends to be risk-averse. Our strategy aimed to paint a vivid picture of a modern pathology lab that not only delivers higher quality results but also offers increased efficiency and consistency.

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For an innovative brand to succeed, its identity must live up to its brand promise while also standing out visually in an industry that is predominantly traditional and crowded. By utilizing an unexpected color palette inspired by histology staining techniques, combined with pathology slide imagery, custom photography, and digital elements, we created a modern brand that embodies the company’s forward-thinking spirit while being deeply rooted in science and research.

Life sciences company branding and marketing materials creation

[yprm_heading heading_size=”h3″ heading=”Custom content that personalizes the brand story.” css=”{}” heading_hex=”#08141c” uniqid=”63f5147711ff4″]

In the development of this brand, photography plays a crucial role. Our team made it a priority to showcase the Sentinel in action while also featuring the histotechnicians and developers who are the driving force behind this groundbreaking technology. The imagery we created breathes life into the platform and emphasizes the significance that the company places on collaboration and the recruitment of top talent.

Health and life sciences tech company product photography

Health and life sciences tech company photography

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To complement Vistapath’s goal of rapidly expanding its operations, its new website had to fulfill various functions. We adopted a strategy of creating a versatile information architecture that could easily adapt to the evolving marketing and sales demands of the organization. Our focus was on brand building, sales support, and customer acquisition. The result is a visually impressive website that informs customers and motivates them to take action.

Health and life sciences tech company website development and design

Health and life sciences tech company mobile website design

Health and life sciences tech company website design and development

[yprm_heading heading_size=”h3″ heading=”Flexible architecture allowing for easy expansion.” css=”{}” heading_hex=”#08141c” uniqid=”63f5308b5afd5″]

To support a startup in growth mode, flexibility across all brand assets, including the website, is crucial. Our approach involved creating an information architecture and wireframes that allowed us to design an initial rollout while also planning for future growth. We adopted a forward-thinking perspective toward the website’s architecture by anticipating the expansion of products and services, and the implementation of content marketing strategies to generate leads. We then tailored the initial rollout to align with Vistapath’s marketing and sales strategies.

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Health and life sciences tech company wireframe and website strategy

Life sciences company tradeshow materials creation

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[yprm_heading heading_size=”h3″ heading=”Seamless user experience across all platforms.” css=”{}” heading_hex=”#08141c” uniqid=”6421dee86693b”]

The primary means of accessing the website was intended to be mobile devices. Considering Vistapath’s ambitious conference and events approach, mobile devices would be crucial in engaging potential customers and strategic partners. Our team ensured that the user experience was optimized to work seamlessly across all devices, maximizing engagement with the website.

[yprm_heading heading_size=”h3″ heading=”Innovation is in the details.” css=”{}” heading_hex=”#08141c” uniqid=”6421df8f1bac1″]

Vistapath’s brand identity was meticulously crafted to augment and elevate the overall design aesthetic. Every element, from stylized photography to custom-designed iconography, was carefully considered to guarantee a unique look and feel that sets Vistapath apart from others in the industry.

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