Branding an innovative new technology from the ground up.


Category B2B branding

Building a game-changing B2B brand for two trailblazers.

When we met the founders of Lumendi, they were a startup with a noble mission—to transform gastrointestinal (GI) surgery with their groundbreaking technology.

But to become a leader in the highly competitive global medical device market, they needed a compelling story and a standout B2B identity that would differentiate them from their large, well-known competitors.

JK’s approach was just what they needed—and it’s how we began a long partnership, one that has seen Lumendi go from a startup trying to start conversations in a crowded market, to a mature brand with multiple industry-leading products. JK has been with them every step of the way, helping Lumendi to tell—and evolve—a standout brand story that has established them as a technology leader in the field of GI surgery.


  • Branding
  • Messaging
  • Product naming
  • Visual identity
  • Logo architecture
  • Copywriting
  • Sales & marketing collateral
  • Brand guidelines

Creating a strong platform and a powerful voice, together.

To be successful in their initial market launch, Lumendi had to gain brand awareness, capture the attention of hospital decision makers, and—most importantly—convince GI physicians to adopt a new technology and technique.

So we began by taking a close look at the perceptions of key opinion leaders in their space, uncovering insights that would help us convey Lumendi’s value in the most meaningful way possible.

Then it was time for a day of collaborative brand-building with Lumendi’s leaders, which resulted in a persuasive position and tagline—“Healthcare, elevated”—for both the company and its innovative new device, dubbed “DiLumen” by our naming team.

We also developed differentiated messaging tailored to their target audiences, and a naming and logo system to ensure harmony among future products.



A brand evolution designed to attract acquisition partners.

After three years in the market and over 1,000 clinical cases completed, Lumendi gave us a new challenge—evolve their brand story to help attract and inspire investors and potential acquirers.

So we did just that, updating their brand position to reflect their continued innovation and forward momentum and also created an investor-targeted messaging framework that telegraphed Lumendi’s focus on raising the bar in gastrointestinal care.

What’s in a product name? Powerful connections to new customers.

The next step in our partnership was supporting two new product launches. To make it a success, Lumendi needed two compelling product stories, along with names for one of the new devices and two new proprietary features.

JK’s name development process resulted in distinctive and memorable names that convey the value and benefits of each offering while fitting seamlessly within the established naming system and overall brand platform.

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Continuing to raise the bar for a brand on the move.

As Lumendi continues to move into new global markets and approach new acquisition partners, JK continues to help them adapt and grow. It’s been a journey full of partnership and pivots, obstacles and opportunities, and we’ve enjoyed it every step of the way.

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Connecting with employees during a time of transformation.

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