FIG. 04 / SYNAPS DX + DISCERN

One company. Two audiences.

A diagnostics company speaking to clinicians and to patients. We architected two identities under one strategy so neither audience was diluted.

Client: Synaps Dx + DISCERN
Sector: Diagnostics
Category: Diagnostics

FIG. 04.A / Image to be supplied

FIG. 04.A / Synaps Dx + DISCERN brand application. Photography in production.

The Brief

Synaps Dx commercializes biomarker technology developed through more than a decade of research at the Blanchette Rockefeller Neuroscience Institute (BRNI).

They needed to educate patients, caregivers, and HCPs about DISCERN, a highly accurate test for distinguishing Alzheimer's Disease from other forms of dementia.

The Argument

We established DISCERN as its own brand to shape consumer perception with messaging segmented for the two distinct audiences. Each audience got a path that respected what they brought to the page.

A long-form, explainer landing page maintained an imperative single call to action: learn more about the DISCERN test. Targeted messaging addressed the emotional and social dimensions of the diagnosis question, not just the clinical one.

The Work

Brand strategy and corporate identity for DISCERN as a sub-brand under Synaps Dx.

Long-form landing page for patient and caregiver audiences with content built for the moment of decision, not the moment of awareness.

Two audiences, one strategy. Neither diluted.