BACKGROUND / CHALLENGE:
Eyetelligence is an Australian-based medical device and software company revolutionizing the detection and prevention of diseases through cutting-edge technology.
After an acquisition by Aegis and Northwell Health, the company needed to rebrand before entering the US market. WANT had worked closely with the Aegis and Northwell leadership teams to create the Ascertain brand – the healthcare AI company creation vehicle – and various portfolio brands including: Caire and Upliv.
We set out to create another powerful brand within Ascertain’s portfolio that reflected Eyetelligence’s unique capabilities in AI and healthcare and to amplify the founder’s mission and the company’s potential to revolutionize the realm of patient care by establishing a groundbreaking standard of precision and effectiveness.
The work began with discovery interviews with the executives of Northwell Health, Aegis Ventures and the founder and creator of Eyetelligence. These interviews coupled with a competitive audit to gather actionable insights & marketplace intelligence served as the foundation for the rest of our branding activities and deliverables.
Next, WANT worked with the leadership team to reposition the company, choosing the positioning idea of “See Beyond” to highlight the big opportunity to improve healthcare and see levels of care beyond what was previously thought as possible. “See Beyond” serves as both a descriptor of what the company does, looking through the eyes to diagnose health maladies in the body, and a promise of what the company will do, paving the way forward in AI healthcare technology.
After completing the positioning, WANT began developing names for the new brand. The final name of Optain was chosen after working through our strategic naming funnel. The short, powerful name denotes a company providing better opportunities for complete care and diagnosis. It merges “Optic” in reference to the eye and “Obtain” to gain insights and information needed to diagnose.
Finally, WANT created the brand identity and logo for Optain. The final logo reinforces the positioning idea of “See Beyond”. The two overlapping abstract shapes create a view finder for the audience, strengthening the unique positioning and capabilities of the brand.