BioSens: Bringing Sleep Apnea Testing to Your Doorstep

 

From August 2019 to March 2020, I led a comprehensive rebranding effort for BioSens, an upstart medical diagnostics company specializing in at-home sleep apnea testing. The goal was to establish legitimacy and credibility in the industry through a new brand identity and digital presence.

Timeline

August 2019 – March 2020 (30 Weeks)

My Role:

Branding, Design, Web Design, Information Architecture, Marketing Materials

The Challenge

BioSens, a small company in the sleep apnea diagnostics field, needed to make a significant impact in the industry. They required a complete rebrand to establish credibility and attract new clients and investors.

    The Solution

    We developed a cohesive and professional brand identity that accurately reflected BioSens’ mission and appealed to both patients and healthcare professionals. This included:

    • A comprehensive rebranding effort

    • A new website design

    • Marketing materials for prospective investors

    Brand Identity

    The rebranding process focused on creating a visual identity that symbolized BioSens’ specialization in sleep diagnostics:

    • Redesigned the logo, incorporating vital monitor lines and a moon shape

    • Established a vibrant green color palette symbolizing life

    • Created a simple, memorable design that tested well across various media

    Design Solution

    A Restful Solution for Sleep Apnea Treatment

    The website was designed with simplicity and modern aesthetics in mind:

    • Utilized the brand’s bright green color combined with complementary grays
    • Focused on negative space for easy navigation
    • Employed simple, readable typography

    Consistency and Creativity

    The comprehensive style guide included:
    An evaluated color palette

    • Selected typography (sans-serif for a clean, modern look)
    • Guidelines for imagery, graphics, and iconography
    • Thorough review and testing process

    Results and Impact

    While the BioSens project faced unexpected challenges due to the COVID-19 pandemic, the rebranding and design efforts laid a strong foundation for potential future growth:

    • Physician Partnerships: Secured partnerships with over 2,000 physicians, demonstrating strong industry acceptance and trust in the BioSens brand and technology.

    • Patient Reach: The partnerships positioned BioSens to service over 35,000 patients suffering from sleep apnea, highlighting the significant potential impact of the at-home diagnostic solution.

    • Brand Credibility: Established a professional and credible brand identity that resonated with both healthcare professionals and patients.

    • User-Friendly Design: Created an intuitive, responsive website design ready for launch, aimed at improving accessibility and user engagement.

    • Investor-Ready Materials: Developed comprehensive marketing materials to support investor pitches and future growth initiatives.

    Key Takeaways

    1. Adaptability is Crucial: The unexpected challenges brought by the pandemic highlighted the need for flexibility in project planning.
    2. User-Centered Design: The focus on creating an intuitive, easy-to-use experience remained central throughout the project.
    3. Solid Foundation for Future Growth: Despite setbacks, the work completed provides valuable insights for future UX design projects.
    4. Importance of Thorough Research: The project reinforced the value of comprehensive market and user research in creating effective designs.