How A Visual Branding Campaign Paved The Way To US Market Entry
Kaneka partnered with Icovy to bring their US-based customers the i-ED Coil – a proven, market-leading aneurysm treatment platform in Japan. The scope of Kaneka’s first engagement with Icovy included
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The partnership’s overarching objective was to create a visual brand identity that allowed Kaneka’s brand to stand out in the Neurovascular segment of the US medical device space while harnessing subtle elements of origin. The medical animations were developed to showcase product capabilities in multiple content formats.
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Kaneka’s team was tired of seeing the sterile branding of so many Medtech companies, where oftentimes, the medical blues and emergency reds get lost in the simplification of medical device branding. They knew if they approached their US market launch looking like every other company, they would not see the same ROI.
Kaneka selected Icovy as their partner due to the breadth of services, being a one-stop-shop, and found appeal in not having to handhold in educating on their product because they saw the value in selecting an agency that knew their market and clinical language. The Icovy process saved time, and the team responsiveness stood out, reported Ariel Long. The ability to take in a project and deliver before a deadline has kept the partnership going and has led to encompassing more services.
In Japan, honor and cherry blossoms are a part of the cultural identity. In the concept phase, the team wanted a modern and bold design with a piece of home. The medical division of corporate uses the color pink across product lines, we saw an opportunity to integrate a bright, cherry blossom pink to stand out against the competitors.
Once the branding was approved by corporate, the team embarked on applying themes and medical animations to trade show assets in preparation for the 2022 product launch. Exhibiting at the Society of Neurointerventional Surgery Annual Meeting meant they needed to stand out. Kaneka leadership shared positive feedback from attendees and competitors on the new logo. Between the interactive booth design, streaming medical animation video, and the flagship technical brochure, the sales team exceeded their lead scan goals.
Icovy’s comprehensive strategy was instrumental in Kaneka’s successful entry into the US market and included the following:
