Branding an innovative new technology from the ground up.


Building a game-changing brand for two trailblazers.

Lumendi is a startup with a noble mission: to transform gastrointestinal (GI) surgery with their groundbreaking technology.

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

JK’s Brand Relevance Process was the right solution—and it’s how we began our partnership in 2016, focusing on both the Lumendi parent brand and the flagship product they would build their reputation on.


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

Creating a strong platform and a powerful voice, together.

For a successful 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 and relevant 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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Rallying talent to build a stronger, more stable business.

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