A future ready brand system for Elisar
Elisar is a Chennai-based medical devices company making ophthalmic diagnostic equipment. When they came to CoreVoice, they already had one device in the market, AVA - Advanced Vision Analyzer, and were preparing to launch a second. Interesting! The product portfolio was moving from solo to a couple of products (and possible further to multi-products), which meant some real brand rethinking was required. We needed to carry the first product's design language and brand equity into the second, and set things up cleanly for a third and fourth product down the line.
Time for class
We remember the first week of this project clearly, because Elisar's team lead handed us an MBBS textbook and asked us to read the third chapter. We had to understand what the eye does and how it works. We did, and it gave us a real grounding in the underlying technology that goes into building devices for it. We also met ophthalmologists and went to exhibitions (for the category) and learnt about other companies in the space. Between the primary research, secondary research, and the existing brand work done for their first device, we had enough to start building.
From one product to a family
Elisar's first device was called AVA. We liked the sound of it, and wanted to extend it in a way that felt like family: a set of names that could grow with the product line. That's how NOA came about for the second device, a name with real ophthalmological meaning of its own - Novel Ophthalmic Analyzer, that also happens to sound like it belongs to the same family as AVA. We thought of them as the Elisar sisters. Every future Elisar device could follow that same pattern.
Beyond the naming and brand architecture, we built out Elisar's entire sales GTM kit for NOA: videos, product descriptions, and a website, everything their team needed to take a second product to market with the same confidence as the first.
Going from one product to a lineup?
The naming, the architecture, and the GTM kit all need to hold together. We can help you build that from scratch.