Rayscape
Value Proposition and Identity for medical AI
Context
The medical AI healthcare market is projected to grow almost ten times (source) in the next 5 years and is one of the most dynamic and exciting industries that uses technology to better lives.
However, customers can perceive these new tools as dehumanizing, creating a distance between doctors and patients.
Rayscape needed to position itself as the AI radiology tool that helps doctors bring more clarity and light to any medical condition to deliver more accurate diagnostics and improve patients' lives.
Strategic Approach
With plans for global expansion, a significant number of partnerships with hospitals, clinics, and physicians across Europe, new imaging products for the oncology patient segment and a reiterated business purpose, the company’s vision and values needed to be reflected in their value proposition, name and visual identity.
Using Perception Engineering™, we went to the essence of the company’s value proposition - the extra brain-AIding imaging interpretation, acting like a trustworthy doctor assistant, that sheds light on any medical condition and bridges the gap between technology and medicine in a more human way.
Branding Approach
We captured the positioning into a new name for the previously called Xvision: “Rayscape. Miss nothing. See everything” translated the essence of the brand tapping into doctors’ need to bring light and clarity into the imagistic field, to deliver better, more accurate diagnostics.
The visual identity needed to convey this as well, so the logo uses a play on light and shadow and showcases confidence and technology through its minimalistic lines and muted colour tones.
In the months that passed since the new Rayscape came into the world, it quadrupled its reach to public and private medical institutions, going from 29 hospitals in 3 markets to over 100 partnerships in 6 markets.
Rayscape is considered one of the foremost examples of success stories for Romanian startups in the highly competitive healthcare market.
