The Engine Room first worked with Paxman on a video profiling project at the beginning of the year. The company then approached us to help them bring clarity to their proposition in the internationalisation of the brand, and to continue their objective of becoming the scalp cooling brand of choice across the globe. This was the first stage in the development of a strategic marketing plan that will be implemented during 2016. Paxman wanted to improve its communications with all audiences including the public at large. Increasing brand awareness was the top priority, along with expanding their reach into new and key markets. With partners and distributors globally, The Engine Room had to carefully consider brand touch points, sales materials and medical and technical literature. These would eventually be internationalised and used across multiple applications.
The Engine Room worked closely with the management team at Paxman and undertook a thorough insight process, mapping out their objectives for the brand in the short-term as well as overarching business targets for the long-term.
Paxman has such a fantastic product, offering, service and dedicated team. Their culture, alongside their unique story and humble motives for their work was something we wanted to extract in the new brand. Having previously supported the company on profiling their history and business as a whole, The Engine Room now wanted to give Paxman a brand that would effectively convey the exceptional quality of their work, products and people, something that would position them at the very top of their market.
The rebranding process involved a number of different routes and concepts. With a sensitive and rather complex subject, research and trailing of some concepts was required, as well as translation checks. We spent a lot of time with the team at Paxman, speaking to their distributors and scientists involved in the product development and, more importantly, the end users.
The chosen concept focused on the temperature element of the scalp cooling process, using a ‘degree’ symbol as the base for the visual communication. We then linked this to the end result of the whole process; giving patients a ‘degree’ of privacy, control, difference, or whatever was relevant to them whilst undergoing chemotherapy treatment. The patients were a huge focus during brand building, ensuring our communication strategies could create connections online through social media channels. We rolled out new clinical and technical documents before re-writing and redesigning the patient brochures and sales literature.
Another huge part of the project was video case studies. We met with patients who had undergone scalp cooling and were willing to share their success stories for the benefit of others. We developed the videos with individual compelling interviews, storyboards and testimonial scripts.