First Impressions Matter
Brand strategy for Zomedica’s first marketable product designed for in-house lab testing by clinical veterinarians.
CLIENT
Zomedica
INDUSTRY
Animal Health/Biotech
AE ROLE
Brand Strategist
Product Marketer
Vendor Management
BACKGROUND
During my tenure as the Director of New Product Commercialization with Zomedica, I led the overall brand strategy for the company’s first marketable product—a diagnostic testing system eventually named TRUFORMA®.
Designed for human application, Zomedica translated the diagnostic testing platform for use in veterinary medicine under a licensing agreement. While Zomedica did not have complete control over the industrial design, it influenced the overall user experience through material selection, packaging, labeling, and the TRUFORMA® visual identity.
The testing system used a razor/razorblade product strategy where veterinary clinics purchase the tabletop device capable of processing various tests using disposable assay cartridges.
Final Logo Design
Industrial Design Language
Concept Labeling + Packaging
Concept Labeling
Commercial Design
GOALS
Differentiate the diagnostic testing platform from the competition while remaining true to the company brand.
Modify industrial design and on-device software to influence the overall user experience.
Design packaging and labeling for ease of use, identification, and differentiation with inventory management.
Trademark product name for brand protection and equity.
STRATEGY
Developed industrial design language for application across the entire family of products for brand consistency.
Developed concept cartridge styling, packaging, and labeling based on a multi-assay R&D strategy.
Contracted product naming company to assist with brand name and identity.
Facilitated UX/UI design improvements for on-device diagnostic software to improve usability and consistency across a family of diagnostic products.
RESULTS
Majority of design recommendations successfully applied to final commercial designs.
Product name TRUFORMA® successfully trademarked.
