What was the challenge?

The LumiraDx diagnostic platform was set to transform community-based healthcare by delivering instant, lab-accurate results, where and when they were needed. 

This magic bit of kit would allow physicians and their patients to react faster to changes in their long-term conditions, and to adjust medication, lifestyle and behaviours before symptoms worsen. This would lead directly to more effective, cost-efficient healthcare for everyone.

The benefits of LumiraDx are impressive. But how best to get the message across bearing in mind this is an entirely new concept delivered from a brand no one has heard of? We needed to let our target know how something so small can make such a big difference.

What was our thinking?

Our brand positioning and tone of voice needed to speak to both medical professionals and patients.

We set out to create a jargon-free brand model and execute it in a range of formats from packaging to communications.

All work was underpinned by our new strapline for LumiraDx, which summed up the offering perfectly in just four words: ‘Smarter solutions, better outcomes’.

What did we do?

With the LumiraDx product design, while all medical and user experience needs were met, the contemporary aesthetic of the device was never compromised.

We created all packaging design for the main instrument, its accessories and test strips, from graphics right through to print ready artwork files. Our packaging design needed to achieve that same balance.

That led us to use sleek, minimalistic styling, offering an effortless unboxing experience for both outer sleeve and inner components.

In communications, standing out in a sea of same, we told our story simply, honestly and in clear everyday language. Our campaign used light to showcase the benefits of the LumiraDx platform and its leading-edge technology. With ‘lumira’ meaning light, and light being part of the technology that powers the instrument, this highly relevant concept worked a treat.

The product launch was supported by an advanced digital platform, capable of accommodating over 450 million hits in a single day. We designed, built and developed the LumiraDx website, translating it into multiple languages across 17 countries. We also created slick animations to communicate the benefits of LumiraDx to healthcare professionals.

What did we achieve?

Our design work has helped LumiraDx fulfil its potential from the get-go as a next-generation point of diagnostics device that is transforming community-based healthcare. The product has gained traction in the market and is already changing lives.