Alma Lasers, a global energy-based laser device manufacturer, selected North America as the pilot market to launch its newest treatment, TheraWave. As Senior Art Director at Alma, Inc., I was tasked with creating the TheraWave logo and branding from scratch, as well as developing all marketing materials needed for the product launch.
Utilizing low-intensity extracorporeal shockwave therapy (Li-ESWT) technology, this non-invasive treatment serves as a first-line solution for muscle aches and pain. We aimed to target affluent 30–50-year-olds in the greater Chicago area with interests in sports, athletics, fitness, and pain-related therapy.
PROCESS
The process started on my first day as Sr. Art Director at Alma. As I awaited my official work laptop, I was briefed on the project and began sketching logos in my notebook. Playing off the idea of radial sound wave technology, I designed a logotype with curvature that flowed and resonated with the tagline: Keep Going.
I presented my hand-drawn concepts to the Creative Director and spent the next few days refining and building on my top five logo options to present to the Marketing Leadership Team.
The VP of Marketing quickly approved my logo—the first concept I sketched—and I began developing a mini brand book.
I audited existing competitors to ensure our logo was original and eye-catching.
In addition, I researched current companies that spoke to our target audience for inspiration and was drawn to the following: Nike, Icy Hot, Axe, and Sports Illustrated.
Utilizing key insights from our Brand Team, as well as my own research, I further explored the clinical indications TheraWave treats—primarily foot and shoulder pain. This knowledge informed my image selection for portrait photography and key visuals, ensuring the sports depicted matched those that commonly cause the injuries TheraWave treats.
DELIVERABLES
Stakeholder Presentation of Logo Concepts
Final Logo Assets
Mini-Brand Book
6 Animated, Organic Instagram Posts
6 Animated, Dark/Paid Instagram Ads
Instagram icons and launch grid
3 Instagram Stories
TheraWave Landing Page Assets
Patient Brochure
CREDITS:
Francesca Ham, VP of Marketing-Overall strategic direction
Rachel Boden, Brand Manager-Market positioning and product download
Alana Waters-Piper, Creative Director-feedback/concept refinement
