Will Burns

Ketovie Case

Ketovie

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Immersion learning

Ketovie was a recently-launched nutritionally complete ketogenic medical food for the dietary management of intractable epilepsy and other disorders that require ketogenic therapy. Parents who have children with epilepsy are scared for their kids and will do whatever they can to help them. Because epilepsy is the result of many conditions, it’s often up to the parents to do the research and, with their physician, plan a course of action.

Key insight: Pare are continuously hungry for information because they want better ways to treat the seizures in ways that give their kids as normal a life, and with as few side effects, as possible.


the ideas

I presented nine different ideas, each taking a slightly different tack on the insight. Below you can scroll through each idea exactly as it was presented. Tip: make your browser bigger so the images become big enough to read.


Manifesto

This manifesto is written to truly unveil the motivation of the company, or the company’s “WHY.”


Activation

Susie Gingrich, Marketing Director at Ketovie, proudly showing off her tee shirt.

Susie Gingrich, Marketing Director at Ketovie, proudly showing off her tee shirt.

This idea was fully adopted by Ketovie. It’s front and center on their home page and the manifesto is on their mission page, word for word.

The brand has developed a blog that riffs on the concept continuously as well as signage and tee shirts.

In short, Ketovie was utterly transformed and galvanized with this new brand idea.