Tivic Health
An emerging bioelectronic startup, Tivic Health, needed to develop a strong brand strategy, visual identity, and digital presence as they prepared to enter a competitive market. They sought our help not only to introduce their flagship product to the industry, but also to name the product, develop all aspects of its messaging, and build credibility with health care providers. Could we discover the "white space" that could allow their product to thrive and not be confused with similar-sounding but technologically inferior products?
We conducted in-depth stakeholder interviews and significant market research to determine "defining moments" where the brand could shine. Utilizing an outside-in branding approach, we examined how external forces could affect consumer perception—tailoring our brand manifesto to identify key audiences, create a brand story, and develop a brand identity that was simple, surprising, and significant. To support this brand positioning, we created brand assets that emotionally engaged our audience and reflected the look and feel of someone who had experienced sinus relief through the ClearUP product. This included a full brand book, website design, and social media content creation and management.
Tivic Health entered the market to incredible buzz and fanfare. The ClearUP product was selected as a CES Innovation Award recipient and record numbers of crowdfunding supporters clamored to join the campaign. Investments funds quadrupled for the company as private investors bought in to the company's brand positioning, market size projections, and go-to-market strategy. In the final tally, Tivic Health's ClearUP product was chosen as one of TIME magazine's 100 Best Inventions of 2019.