Phagenesis developed a first of its kind treatment for dysphagia, the swallowing disorder that plagues many post-stroke patients and strains the providers who care for them. With a strong track record in Europe, the company — now under new leadership — was ready to introduce itself to the U.S. market as a novel option in a category with few good solutions. But its visual branding, web presence, and messaging weren't ready for a big debut: the logo didn't connect to the company's impact, the story of why this matters was nowhere to be found, and the user journeys that would take someone from curious to truly considering needed development.
We started with an immersive discovery to understand what was needed from a new brand identity, where the new logo and color palette would live, and what would define success for the company in the U.S. market. In parallel workstreams, we built out a new visual identity for the brand, as well as the architecture and content of a new website that would deepen customers' understanding of Phagenesis' offerings and clinical foundation. Critically, we had to tell the story behind what their flagship product, Phagenyx, makes possible — for patients and their loved ones, as well as the healthcare providers and institutions who would make the ultimate purchasing decision.
The result was a multifaceted website with deep roots in the company's history, its clinical evidence, and its value to healthcare providers, all under a new brand umbrella that better suits the aspirational vision of what this technology stands to accomplish. Complete with assets and digital strategy to support a full rebranding rollout, the result of this months-long project gave the company a digital front door as modern as the technology behind it.
