Turning branding into a strategic business offering.

Brand Strategy · Stakeholder Workshop · Positioning · Messaging · Visual Identity · Creative Direction · Brand Guidelines · Marketing Communications

The Center for Hyperhidrosis came to ISBX with an established medical practice, a strong reputation and an identity that no longer fully reflected the organization they had become.

For me, the project represented something else as well: an opportunity to prove that branding could be a strategic service in its own right—not simply design work billed by the hour.

BUILDING THE ENGAGEMENT

I had developed a more structured branding practice within ISBX, packaging discovery, strategy, identity and communications into clearly defined offerings.

I helped sell Center for Hyperhidrosis on the complete engagement, then led the process from the initial stakeholder workshop through creative development and implementation.

The work included positioning, audience definition, competitive and visual exploration, messaging, voice and tone, identity development, brand guidelines and a full communications toolkit.

FINDING THE HUMAN STORY

Hyperhidrosis is a clinical condition, but its impact is deeply personal.

Our workshop helped shift the conversation away from purely medical language toward confidence, freedom and quality of life. The emerging brand platform emphasized empathy, expertise and patient empowerment—moving the voice from technical and defensive toward reassuring, empowering and human. 

That strategy informed everything from messaging and typography to imagery, graphic language and marketing materials.

EXPLORING BROADLY. REFINING CAREFULLY

We explored a wide range of visual territories—some considerably more adventurous than where the final identity ultimately landed. In the end, the client chose an evolution relatively close to their existing mark.

That was part of the job too: explore far enough to understand what was possible, then help the client recognize what felt authentically theirs.

AGENCY: ISBX
CREATIVE DIRECTOR AND BRAND STRATEGIST: Steve Sigler
SENIOR DESIGNER: Raymund DeQuiros
DESIGNER: Darielle Mendoza