WHAT THEY WERE UP AGAINST
Skin cancer is the most commonly diagnosed cancer in the United States with more than 5.5 million new cases diagnosed annually. Castle Biosciences had offered prognostic testing solutions for years. Now they wanted to introduce their first test adding diagnostic clarity and confidence for Dermatopathologists while helping Dermatologists better understand the clinical implications for better patient care. There is too much ambiguity and uncertainty in the testing process with a direct impact on patient care and outcomes. Business relationships, patient health and legal issues all create fear and hesitation.
WHAT WE DID TO HELP
By positioning the new product as a valuable tool to improve diagnostic resolution, we chose to augment, not replace, current practices with the ultimate goal of helping patients. Yamamoto interviewed doctors and company stakeholders to understand the considerations and dynamics between Dermatologists and Dermatopathologists. We developed a new brand positioning and brand identity with a new logo designs and launch materials, including a value story, style guide, sales tool content and design, trade brochures, a website refresh and social media content.
LOGO DESIGN & DEVELOPMENT
VALUE STORY
TRADESHOW BROCHURE
SOCIAL MEDIA SKINS
WHAT HAPPENED NEXT
The positioning and identity have been credited for positive reception among key audiences and the website redesign provided a polished brand presence.