Finding the emotion that comes with getting lab results.
A new brand for Myriad Women’s Health, a genetic testing company.
Situation
Two companies, with very different cultures, histories and locations, merged to create a single new brand in the women’s health category.
They wanted to meet their direct and indirect competition head-on, while carving out a unique position, building greater awareness and rapport with both healthcare providers and consumers.
Defining Idea
What are genetics if not the stuff that we are made of? It is the fundamental ability to know ourselves better.
The New Brand
Human. Understanding. Every step of the way.
The new brand promise and campaign is centered in a single concept: we create human understanding. Every element of the new brand reinforces the fundamental humanity and individualism of each patient and each provider — bringing to the forefront the person-to-person nature of what our client does best.
“It’s brilliant. We are blown away. In a million years, we would never have come up with anything close to this fresh, creative, human, and exciting.”
More happy clients
“Karen is the first person we call when we need to bring in a strategic pinch-hitter. She is able to jump right in and contribute seamlessly.”
Deanna Singrey,
Mortar Agency
“This is spot-on, incredibly salient, clever and human — it fully captures the business issues in a way that is emotional, specific and so positive.”
Alex Tinsley, Global Demand Center, Midmarket, Red Hat
“What always impressed me was that these efforts always turned into impactful, easy-to-use strategic messaging. I am so impressed with there combination of analytic skills and creative thinking.”
Maggie Davis, Worldwide Business Development Manager, HP
“Karen has a marvelous ability to take a complex organization and make it understandable and appealing. She creates compelling strategies and carries them through with consistency and creativity.”
Judy Maneval,
VP Creative, Sanky Inc.
“Karen’s content strategy helped us engage our customers in a way we had never done before.”
Angela Composto,
Marketing, Ryder Systems, Inc.
“Her combination of strategy and writing skills is fantastic. She can immediately grasp what we want to accomplish and produce results in record time.”
Martha Hughes,
Founder, Technical Arts Group
““I had two agencies and two full-time writers at my disposal, but what you created is as good or better than anything we ever produced.”
VP of Marketing,
Balihoo