NxStage is the leader in revolutionary renal care products and therapies proven to transform patients’ lives. Their hemodialysis system is simpler, more flexible, and more portable than conventional systems. This matters for brand strategy because their products make life easier for renal care patients, for the caregivers who support them, for forward-thinking nephrologists who want patients to thrive, and for nursing staff who care deeply for their patients’ wellbeing. When working with a company with a history rooted deep in research, we knew we had to do ours when developing their brand. Through interviews, audience research, and data analysis, we got to the heart of who NxStage is and how the company’s work helps to improve lives.
The output of our strategic brand work was a thorough brand guidelines document covering everything from tactical design elements to in-depth audience personas. Given the wide and varied audiences that interact with the NxStage brand, such as patients, caregivers, doctors, nurses and more, the latter was especially important. These personas, developed through research and interviews, provide guidance for the NxStage team around what messages matter to each audience, along with the best way to communicate and the brand visuals that will resonate the most with each.
Marketing Collateral System
Jackrabbit developed a visual identity for NxStage by defining the brand colors, fonts, photography, graphic elements, and overall layouts of the marketing materials. Through client collaboration, we worked through the rebrand by showing how our recommendations would be applied to actual collateral that featured bright and positive imagery. We applied the branding to brochures, one-pagers, pocket folders, a stationery system, and newsletters. In the end, NxStage was equipped with an arsenal of unified marketing collateral for its core pieces, built in such a way they could be used as templates to create new materials in the future.
The stationery system design was professional and consistent with the overall look-and-feel. The upgraded business card design features the NxStage branded elements, leveraged in a clean and modern way.
In addition to developing tools and assets for ongoing brand use, Jackrabbit has supported additional content marketing efforts through the design of one-off pieces like this e-book. The rabbits are particularly skilled at distilling data into easy-to-read charts, graphs, and visual elements.
Web Design & Development
We were excited to partner with NxStage’s in-house web team to add some extra “wow” to their website redesign. From custom illustrations of their technologies in care settings to an interactive map showing hemodialysis centers throughout the U.S., the rabbits thought through and executed visual presentations of content across the new site.