From Rebrand to a Clickable Product Prototype
Brand, investor deck and prototype
A company that helps pharma and biotech get digital measures accepted by regulators in clinical research needed a new brand ahead of a funding round. They had deep regulatory expertise and credibility with the industry, but no visual identity that communicated it, and investor materials that no longer reflected where the company was going.
The platform and the story around it were hard to see from the outside. Investors needed a sharper pitch, and the product team needed a shared picture of where the platform was heading. A brand refresh on its own would not close either gap.
The shape of the week
- 01
Stakeholder interviews with the CEO and leadership
- 02
Competitor analysis across the digital measures landscape
- 03
Brand workshop defining the brand's personality and visual direction
- 04
Visual identity with a distinctive brand shape bringing personality into visuals
- 05
Investor pitch deck built with the CEO, carrying the new brand
- 06
Design system in Storybook documenting every component
- 07
Interactive Next.js prototype of the platform with AI features
The moment that surfaced
The pitch deck was the first asset to carry the new brand, and building it with the CEO forced the market, the problem and the offer into plain words an investor could follow. That sharpened the brand as much as the brand shaped the deck. Once the deck was in good shape, the company's team took it forward to investors and the work moved on to the platform itself. The prototype turned a platform concept into something the product team could click through, which started a frank conversation about which parts to build first.
What the week bought
A complete brand identity, an investor deck the company's team took to investors, a website design, a documented design system and an interactive prototype of the platform. The product went from concept to something people could see and use.
- Complete brand identity with guidelines and a distinctive brand shape
- Investor pitch deck, the first asset to carry the new brand
- Design system with documented components in Storybook
- Interactive Next.js prototype with AI chat, a report centre and a presentation generator
- Website design communicating the company's expertise
Why the sprint earns its week
The work went well beyond the original branding scope, and it led to an ongoing engagement. The lesson I took from it is to match scope to what the client is ready to use: the prototype ran ahead of what the product team could build for some time, and naming that early kept it useful rather than overwhelming.