Collaboration and industry expertise were the core reasons Access Airway’s founder decided to rebrand and launch with Icovy. Through weekly team meetings and a thorough study of the competition’s digital footprint, Icovy's marketing strategists provided an accurate assessment of Access Airways’ online performance.
After the initial audit, we identified the immediate pain points, including the need to refine core messaging, optimize the client’s website, update the logo to reflect the company culture, and align with the slogan, “The Breath of Life.”
After multiple interviews with subject matter experts and reviewing market research reports, we took a deep dive into brand personas, discovering the touchpoints on the customer value journey and wordsmithing their slogan, mission, and value propositions per segment. All these strategic activities resulted in a book of branding guidelines and updated channels for brand consistency.
A media day was orchestrated to develop visual assets to aid the development of future projects. Icovy videographers guided testimonials with CRNAs and Anesthesiologists, as well as captured company-wide headshots and product photos to bring more dimension to their brand story. As the tradeshow season was in line, the website launched with a new wireframe and updated videos for improved engagement and data tracking, consistent branding across channels, and content optimized for SEO.