Technical Brand Identity for SaaS Clinical Health Startup
Molly Brooks
Apoth marketing docs, business cards, and mobile website mockup
Apoth is a SaaS startup in the clinical research space, building research tools to help clinicians provide better care to patients and research participants. Apoth integrates behavioral and biometric data to facilitate real-time methodologies and longitudinal research.
Live Site: https://apoth-health.webflow.io/
We worked with Apoth to identify their brand's core pillars, including their purpose, personality, target audience perception, positioning, and most effective promotional strategies. We also developed Apoth's brand voice and tone, and a comprehensive system of colors, typography, logo marks, motifs, and components suitable for both marketing and product, including light and dark mode.
We delivered a comprehensive documentation packet with usage and implementation guidelines for core pillars, voice and tone, logos, colors, typography, and icons.
Apoth letterhead mockup
Core Pillars
Purpose
What is purpose? Your brand’s purpose is your fundamental reason for existing, beyond making a profit. It encapsulates you brand's overarching mission, values, and the positive impact you aim to have on your audience.
Apoth’s purpose is to simplify and streamline the coordination of multimodal and longitudinal data streams for behavioral researchers and clinical R&D professionals, enabling data-driven approaches and raising the standard for research practices in academia, healthcare, and biopharmaceutical industries.
Perception
What is perception? Your brand's perception is the way that it is viewed by your audience. Brand perception is shaped by factors like messaging, reputation, and the experiences that your customers have had with your brand.
Apoth is perceived as:
User-focused: As insiders to the industry, Apoth understands user problems better than anyone else and is committed to building tools that are exciting to use.
Highly credible: Apoth builds credibility through transparency, direct lines of communication with their users, and compliance with industry standards like HIPAA, SOC 2, and GDPR.
Pioneering: Apoth is the only company of its kind in this space.
Apoth's typography usage
Personality
What is personality? Your brand’s personality is a combination of human traits that personify your brand and create a distinct identity. These traits should represent who your audience is or who the aspire to be. One way to categorize Personality is through Archetypes, but we think each brand deserves a unique and nuanced Personality.
Apoth's personality is The Maestro.
Mastery and Expertise
Sophistication and Elegance
Pivotal Role
Seamless Integration
Leadership in Research Practices
User Empowerment
Hex codes for the Apoth parent brand and two sub-tools
Position
What is positioning? Brand positioning refers to the way your brand is perceived by its target audience in comparison to your competitors. Specifically, what unique value do you offer your audience that competitors do not? Good brand positioning will help you establish a strong identity, create customer loyalty, and drive sales.
Apoth's brand positioning is centered around being the standard for behavioral research tools. Apoth is the insider in the clinical research environment, providing a user-focused, multi-module SaaS tool that serves as a long-term seamless partner for labs. The positioning emphasizes Apoth's ability to simplify complex processes, reducing repetitive work for researchers, while remaining conscious of budget efficiency for PIs.
Purpose-Driven Innovation: Apoth is a seamless solution tailored specifically for the needs of behavioral researchers and clinical R&D professionals. As an industry insider, Apoth has the expertise and intention to shape the standard of behavioral research tools.
Ease of Use: Apoth offers a high-quality, intuitive product that gets the job done and gets researchers excited to use technology. This commitment to simplicity, approachability, and efficiency distinguishes Apoth from competitors and creates a positive user experience.
Long-Term Partner: Apoth is a highly credible brand with tools that support multiple stages of research. Compliance with industry standards including HIPAA, SOC 2, and GDPR, and support across data aggregation, processing, and new insight discovery makes Apoth a valuable long-term partner for labs.
Apoth signage mockup. We also use this as their website's open graph image.
Promotion
What is promotion? Brand promotion refers to the strategies and activities that you can use to increase awareness and visibility of your brand and services. The primary goal of brand promotion is to create a positive image of your brand and encourage your audience to choose your brand's offerings over those of competitors.
A strategy for promoting Apoth’s brand could include:
Consistency: Your audience needs to know that you exist and have unique value to offer. You can start by maintaining a consistent rate at which you put our content across various marketing channels. This could include a regular LinkedIn post or weekly newsletter. Having a schedule or deadline can help you maintain consistency.
Industry-Specific Content Marketing: Develop in-depth content that speaks directly to the challenges faced by research labs, emphasizing Apoth's role in simplifying complex data coordination. Create case studies showcasing successful implementations within research lab settings, demonstrating how Apoth enhances efficiency and supports data integrity. Target channels where researchers and decision-makers spend time online.
Email Marketing to Research Professionals: Craft targeted email campaigns addressing the pain points of research professionals, offering solutions that align with Apoth's capabilities. Implement a newsletter to keep your audience informed about updates, to remind them of your value, and to be a recurring presence in your audience’s minds.
Search Engine Optimization for Research Terminology: Optimize website content with industry-specific keywords and phrases commonly used by researchers, ensuring Apoth is easily discoverable by professionals in research labs.
Professional Events and Conferences: Prioritize participation in industry-specific conferences, where research professionals gather. This provides opportunities for in-person engagement and networking.
Track and Measure: Implement analytics and tracking tools to monitor the effectiveness of various promotional efforts. Adjust strategies based on the data and feedback received from customers. Valuable metrics to track can include:
Website traffic, bounce rates, and conversion rates
Content performance like email open and click-through rates
User feedback from surveys
Leads generated from various outreach methods
Customer retention
Apoth's wordmark across light, color, and dark backgrounds, and their emblem logo in a square layout.
Apoth's logo rationale
Motifs used across Apoth's marketing materials
Apoth's website on desktop and mobile
Brand System
Apoth is a suite of research tools. We determined color usage for the parent brand, sub-tools, and universal communication and infrastructure colors in light and dark modes.
Logos for the Apoth parent brand, and for their sub-tools, StudyPay and DataSync.
We defined a foundational component system for universal and product-specific usage.
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Posted Jun 1, 2024
An in-depth brand and logo design for a clinical research SaaS startup, including colors, fonts, logo variants, voice/tone, core pillars, and usage guidelines.
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