KINVENT / Medtech

A rebrand, from purpose to launch.

Brand strategy, audience understanding and a coordinated rollout.

1 collection · 11 pages

01 / The brief

What needed to become clear.

A growing biomechanics company needed a brand that could express its progress and increasing specialisation. I connected the positioning with the practical changes required across the business.

02 / My contribution

Digital Marketing & Communications Director

August 2020 – October 2021

I developed the rebranding plan, including the audience, touchpoints, launch sequence and feedback approach. My wider role included interviews with physiotherapists in Canada, Australia and other markets, work on the new website and social media, and creating the company’s Amazon store.

The strategy at a glanceBased on the original plan

A rebrand is a system of changes.

01
Why change?
Reflect growth, progress and specialisation.
02
Who is it for?
A professional audience across Physio, Elite and Fitness.
03
What holds it together?
One coordinated identity across products and communication.

Identity

Logo & brand presentation

Product

Apps · Sensors · Packaging

Digital

Website · Social channels

Communication

Newsletters · Webinars · Print · Email

The proposed rollout

01
April – mid-May
Logo & website
02
Mid-May – June
Apps & packaging
03
July
Communication material
04
August – September
Review, refine & prepare teasers
05
October target
Coordinated introduction

Original planning sequence, with the launch linked to the new sensors. This diagram describes the proposal; it does not claim every step shipped on this schedule.

↺

Listen after launch
Sales conversations → customer surveys → focus groups → refinement

03 / The work itself