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Verified case study · Brand Advisory
Repositioning + identity overhaul
Lumen Therapeutics · Healthtech · Growth-stage · 8-week sprint
+41%
inbound demos / quarter
−18%
sales cycle length
8 weeks
concept → launch
Challenge
What we walked into.
A category shift left the existing brand misaligned with the new ICP. Sales decks, site, and identity were all pulling in different directions.
Approach
What we shipped.
- Reframed positioning against three target segments with messaging matrix
- Rebuilt visual identity, type system, and brand guidelines
- Shipped a new marketing site and refreshed sales narrative deck
- Trained the GTM team on the new story and objection handling
"The brand work was surgical. Positioning, narrative, identity — all shipped in a single sprint. Inbound lifted 41% the quarter after launch."
Priya Shah
CMO, Lumen Therapeutics
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