Challenge / RespirTech’s inCourage Therapy had low visibility and sluggish sales. The category focused on the hardware rather than communications.
Opportunity / Position the brand through the people it helps, allowing them to breathe better for improved quality of life.
Solution / Created a new brand identity that focuses on patients and the benefits of using this therapy rather than its functionality. Branding included: logo, website, sales literature and collateral materials to increase visibility, reinforce messaging and provide sales staff with useful tools. Sales increased nearly 300% from 2011 to 2015 and the company was acquired by Philips in 2017.