Visualsonics

"We commissioned Overdrive to be our creative partner for web and print because we wanted a deep understanding of our brand approach to our communication by our creative partner. We were also looking for creative excellence. And overdrive Continues to deliver on both fronts..."
- Rob Sandler, Director, Marketing, VisualSonics

Client Mandate
VisualSonics, having spent a number of years developing and perfecting their technology, needed to re-launch the company and the product. As such, they developed a positioning and value proposition for their instrumentation and developed key messaging and benefit-driven applications against specific markets. As an agency, we were charged to develop a visual articulation of both their master brand as well as assist in positioning the offering against each of the sub-segments. The relationship involved creating a new logo, tag line, corporate graphic standards and stationary, digital video, presentation material, fully transactional website and digital executions and trade show design. As a result, the breadth of the project that we embarked on would cross a variety of executions including website development, master documents for both letter and tabloid formats and an identity manual.

The Challenge
In redesigning VisualSonics' identity and positioning, the challenge was widening the business focus - - from ultrasound to a larger market of imaging - - and also trying to develop a benefits-based value proposition - - "better results through better resolution" - - rather than simply providing great product features. We helped them articulate this value proposition in the new tag line - - Insight through In Vivo Imaging - - and also worked heavily with all the graphical elements, driven from the logo design and style set, to show these benefits visually. The fact that all the work was started and completed in under three months made the project all that more challenging - - and rewarding, when it was completed to such high standards.

The Objectives
There were a series of briefing documents including an overall Design Brief, a Requirements Document, a Competitive Survey and the sharing of materials and examples of work that were provided to us for use as directional. The challenges were clearly articulated and the benefits needed to communicate and underpin our positioning were also clearly communicated.

Design Solution Connection
The advantage of working with us is that client and agency are connected at the hip from planning, ideation, prototype through to production and final execution in all elements. As such, the final design product fit perfectly into our strategic marketing and product plan. Within a week of the final materials being printed and published live (on the web, in this instance), VS were able to attend the first of a series of trade shows and workshops, launch their first direct response campaign, armed their executive-level sales team with materials, and populated the CRM system with heavily branded and personalized fulfillment collateral. Sales and marketing efforts are tracking directly with business plan and the design activities that we created are an important element of articulating the brand and achieving business success.

Design Solution Contribution
See above. The other element that might be worth mentioning is that each design element was developed and then evaluated based on its own merits and also in terms of its value and connection to the overall brand and design strategy. In this case, running all the projects from a clean slate and creating a brand from the ground up was most exciting and allowed for great consistency and creativity at the same time.

Exceeded Project Objectives
The client (Marketing Director), CEO, and VisualSonics' Board of Directors were very happy with the work created and the service levels provided. Most important, their customers and prospective customers are opting in to communications in great numbers, they are visiting booths and listening to their value proposition, they are visiting the website and requesting brochures, they are visiting the comprehensive Image Atlas and seeing the benefits of the instruments, and when they use the instrumentation and software, we hope they feel the product reflects the brand promises that have been offered.

Competitive Edge
The VisualSonics technology, their expertise and support of customers would be their core competitive elements but the strong visual and functional brand and design that we has created definitely communicated the qualities and professionalism that they stand by in a creative and graphical manner. We believe that the customer and prospective customer would feel this in virtually all touch points they have with VisualSonics and the brand.

The Connection Between Design and Quality of Life
The work that VisualSonics does assists directly in life science researchers finding new insights into human disease and human development. While finding a direct connection between design and quality of life might be difficult, the success of the company's efforts in terms of increasing the adoption of their technology will definitely accelerate the insights and speed of those insights that customers are working to achieve. As such, there is a definite benefit to life sciences and to better knowledge and understanding of human disease and development issues that could be accelerated as VisualSonics succeeds.


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