Cohen Veterans Bioscience - Web Redesign, Brand Refresh, and Messaging Strategy
Industry: B2B, B2C, BioTech, Non-Profit
Contribution / Role: Account Strategy, Branding, Content Strategy, Copywriting, Creative Strategy, Qualitative Research, Quantitative Research, Web (UX/UI) Strategy
Overview and Objective
As Cohen Veterans Bioscience (CVB) looked to redesign their website, they also took the opportunity to deeply understand their audience and messaging needs.
This unique non-profit organization focuses on expediting the pipeline from academic research to therapeutics. Serving as a bridge between the two industries, CVB dismantles the outdated structures that hinder progress and empowers individuals who can change lives.
Their primary focus is on Traumatic Brain Injury, and a comprehensive analysis of their business model, audience personas, and positioning made the importance of their organization a no-brainer.
By the end of the project, the client walked away with a refreshed brand, a new website, refined positioning and messaging, and a toolkit to ensure the brand remains impactful.
Key Insights
- Diverse motivations: CVB’s audiences are motivated and incentivized by different factors. Prioritizing audiences based on a shared vision rather than roles or titles is essential to success.
- Breaking the industry mold: CVB is redefining the norms of the industry, causing confusion among the audience about their place and value within the organization.
- Need for tangible evidence: Although there’s a belief that CVB has accomplished significant work, the audience lacks concrete information to substantiate this perception.
Industry: B2B, B2C, BioTech, Non-Profit
Contribution / Role: Account Strategy, Branding, Content Strategy, Copywriting, Creative Strategy, Qualitative Research, Quantitative Research, Web (UX/UI) Strategy
