SYANTRA
DESCRIPTION
CHALLENGE: Syantra Inc., a biomedical research company based in Calgary, has developed a blood test to detect breast cancer. It’s a game changing procedure that’s certain to garner attention, so Syantra wanted to have their research data and business model buttoned down before focussing on communications. In spring 2019 after a grant from the Alberta Cancer Foundation, DynaLife and Alberta Innovates caused a flurry of media attention, the team realized they needed a brand and some communications tools. That’s when they engaged IVY.
SOLUTION: Syantra wanted transparency about their research to be the pillar of their communications, but with official clinical trials for Syantra DX still underway, numbers couldn’t be the key focus. We instead framed the brand message around the challenge of breast cancer diagnosis.
Mammography is the current standard of care in breast cancer screening, but its efficacy is variable and diagnosis are sometimes vague. For many women, the sensitivity of mammograms is as low as 50 percent. By contrast, Syantra DX test results show a sensitivity of 97 percent, and provides binary results: breast cancer — positive or negative. We realized that Syantra’s core value proposition isn’t an effective test, it’s breast cancer certainty, for every woman. Because every woman deserves to be sure.
01 / CORPORATE LOGO DEVELOPMENT
02 / WEBSITE
03 / COLLATERAL
03 / PACKAGING
04 / INVESTOR VIDEO
05 / SOCIAL MEDIA CHANNELS
05 / SOCIAL MEDIA
OTHER PROJECTS
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