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Inside the Process - Optigenex (Part 1)

Posted by Megan Holett on Nov 6, 2019 5:31:20 PM

 

If you haven’t heard the news yet, BVA is breaking into the world of CREATING BRANDS! We are 6 weeks into our 14-week engagement with Optigenex, and it has been all-hands-on-deck since the SOW signed on October 3rd. As with any new endeavor, it is not without its many challenges. As a team, we are working across multiple offices with different time zones, and needing to create brand new workflows, presentation decks, and final deliverables. On the client-side, we’ve adapted to a unique style of communication where we are presenting without the use of Google Drive or Google Hangouts. Despite all of the bumps in the road, the project is off to a great start with glowing reviews from the Optigenex team!

WHO IS OPTIGENEX?

Optigenex, Inc. is an applied sciences company focused on DNA repair technology and anti-aging solutions. They hold pre-priority extraction processes to produce “AC-11,” a plant extract derived from Uncaria tomentosa, a vine found in the Amazon rainforest. Sustainability sourced, “AC-11” has demonstrated immune enhancement and anti-inflammatory properties. Although they have done well in licensing “AC-11” to their partners to be used either as an anti-aging topical solution or dietary supplement, Optigenex reached out to BVA in hopes of building their own Direct-to-Consumer brand.

 

Image 1: Our roadmap to ideate, create and implement a new DTC brand for Opitgeneix.

 

WHERE ARE WE IN THE PROCESS?

The team has officially wrapped up marketing research and positioning in Stage 1: Brand Definition, and has already made great progress in Stage 2: Brand Design. Leading the charge in design is Senior UX/UI Designer, Courtney Wall, who has conducted some in-house workshops to help ideate possible names for Optigenex’s new DTC brand.

“We had 6 team members participate in a naming workshop. We came up with 120 initial ideas then voted, narrowed, checked for general availability, and refined. We came up with 2 dozen additional ideas and then voted, narrowed and refined again. Finally, we ran the final names through a focus group of 100 people, and arrived at the following options […]”

-Courtney Wall

 

Image 2: San Diego had a chance to participate by dot voting for their favorite name.

As a result of these workshops, we gained some insights and confidence in the final dozen names chosen. The client was not only impressed by our exploration and efforts but loved most of the options shown! Currently pending findings from their legal team on copyright/trademark availability, we felt comfortable moving forward in the process.

 

WHAT’S NEXT?

We are currently working with the client to establish the brand’s visual tone or “look & feel.” This would be the feeling one gets when they first experience a brand, either on a billboard, Facebook Ad, packaging, or website. In order to do that, we have created different mood boards to generate different visual tones to see which one resonates with the client, and more importantly, which one we believe would resonate with our target audience.

 

 

Image 3: One of four mood boards presented to the client to highlight possible “Look & Feel” of the brand.

 

Once the brand’s visual tone and name are confirmed, we plan to move forward with creating options for a Logo design, packaging design, and eventually a Shopify storefront design! We still have a lot of work to do by the end of the year, but the project has been moving along smoothly with both parties excited with the results. Big thanks to the BVA x Optigenex Team for putting in the extra effort to ensure this project is a success. Looking forward to creating more brands in the future!

-Steven Oey

UX/UI Designer, San Diego

 

BVA x Optigenex Team:

Creative Team: Jacob Gilmore, Courtney Wall, Jeremy VanDerpluym, Mark Oxier, Steven Oey

Product Owner: Jess Craig

Project Management: Kelsie Patterson, Nate Govan

Media Service Team: Laura Wusthoff, Lindsay Romanelli

Executive Team: Steve Wall, Aaron Turner