Project services
Category & competitor analysis
Trends & semiotics analysis
Naming
Positioning
Communication
Visual identity
Our brief
For too long the menopause had been a taboo topic in society and the media. When business partners and nurse duo came to us needing a brand for their new menopause treatment clinic, we were all too ready to help shine the light on this sector and bring it to the forefront of people’s attention.
We needed to create a brand from scratch with a fresh yet human approach to cut through the sector and convey the personalised approach that the clinic offers.
What we did
Category & competitor analysis
First, we needed to understand the sector. We did a deep dive into the market to get to grips with everything from the symptoms and types of medication available, to the treatments currently on the market and the clinics offering them. We created a strategic market map to log and analyse our findings to present to our client. We detailed everything from treatments and products available to competitor clinic brand identities and language.
Trends & semiotics analysis
We analysed competitor brands in and close to our category, identifying market trends and semiotics. We recorded these on a positioning framework to lay out visually and spot the white space and help decide how our client should position themselves to stand out.
Mapping competitors on a positioning framework
Naming
The new brand now needed a name. After analysing the types of names already in the market, we pulled a team of heads together to come up with some fresh ideas. We wanted the consumer to understand the product and brand, have a contemporary feel, and echo the personalised, human approach offered by the clinic.
After compiling a shortlist we completed thorough trademark checks, domain name availability searches, and Google and social media checks.
The new name, ‘My Meno’, was a clear favourite with our client. Preferred for its personal feel through the possessive pronoun, the shortened ‘menopause’ adding a modern touch, the short and catchy nature of the full name, and its alliteration.
Now, we needed to bring it to life…
Positioning
We picked our clients’ brains to understand some of the personality characteristics they wanted their brand to reflect. For brands to succeed, it is paramount to build them based on real truths and beliefs. That’s why we always into the heads of the people behind them.
With a handful of strong adjectives, we set about carving My Meno’s personality to position it in the market in a way that cut through the rest and reached its consumer. We needed the brand to be believable, trustworthy, compassionate, and warm.
Communication
Having decided the brand’s positioning, we needed a communication platform around which we could create its brand world. We worked with our client to understand the main motivation behind the clinic and put it into words.
My Meno existed to help its clients: ‘get back to feeling you again’.
From this purpose statement, we created a brand narrative, including a value proposition and mission. The language was aimed at reaching the consumer in a personal way, mirroring the clinic’s approach to menopause treatment.
Visual Identity
Our research into market trends in visual identity and semiotics helped us pick the white space for My Meno. Competitor brands felt overly female, pink, wishy washy and generic. We felt a lot of them were variations of each other, with similar colour palettes, illustration styles, language and imagery. Nothing particularly stood out.
Being in the health sector, we wanted the brand to have a professional look and feel, yet at the same time be contemporary, warm and exciting.
We designed 12 different design options, based around four territory concepts: Full Colour; Balance; Full Circle; and Spark. These four guiding territories were mediums through which ‘menopause’ and ‘female health’ could be communicated in an exciting and new way.
Once our client had decided on a preferred design route (after some deliberation!), we developed it across multiple brand assets and implementations.
We packaged the new visual identity into a style guide and mini toolkit.
Copywriting & branded assets
Finally, we wrote and crafted the copy for the website, and went one step further in helping implement the new identity for the website too, producing a series of mock ups.
We also worked with our client to produce a 14 page branded Investor Deck, and lengthy business plan.
Equipped with a new brand and multiple assets, our clients could now launch it to the world on their mission to make the menopause a reality without stigma, and one that should be faced without fear!
