After 10 years of success in NICUs helping premature infants learn how to feed, nfant® Labs engaged our team as they prepared to launch a new direct-to-consumer product line. Our engagement began with the creation of a comprehensive brand strategy guide that continues to serve as the company’s North Star.
Since that time, we have worked with nfant daily to drive marketing initiatives forward, including the launch of their groundbreaking new product for breastfeeding moms.
Brand Identity
Messaging
Website Design + Development
Photography + Video
Collateral + Content
Email Marketing
Pitch Deck Content + Design
Through stakeholder workshops, audience definition, and messaging development, we shaped a brand grounded in clinical credibility, real-time data, and assurance. The result is a strategic foundation spanning brand pillars, voice and tone, and consumer messaging that positions nfant as both an authoritative medical solution and an empathetic partner to parents, enabling the brand to confidently expand from the NICU into the connected home.
| Funny/ Serious | Casual/ Formal | Irreverent/ Respectful | Enthusiastic/ Matter of Fact |
|---|---|---|---|
|
Humorous |
Lighthearted |
Flippant |
Ebullient |
|
Cheerful |
Conversational |
Sarcastic |
Passionate |
|
Fun |
Sympathetic |
Provocative |
Upbeat |
|
Playful |
Relatable |
Blunt |
Imploring |
|
Witty |
Reassuring |
Nurturing |
Sincere |
|
Informative |
Professional |
Humble |
Authoritative |
|
Conservative |
Deferential |
Empathetic |
Direct |
|
Serious |
Formal |
Polite |
Dry |
Our word association exercise revealed a strong theme around the concept of trust. Our team also identified that your strongest differentiator and messaging opportunity is to position yourself as the only high-tech nursery device used by clinicians and top-ranked pediatric NICUs. But, as Tommy pointed out, trusted by healthcare professionals is a statement that has lost its effectiveness among certain groups in today’s political climate. But, if the authority of healthcare experts is questionable to some demographics, proven results are not. We recommend a content strategy that emphasizes clinical results and the measurable feeding outcomes you’ve achieved.
We discussed the idea of empowering parents, and especially women, a great deal at our workshop in Atlanta. As we debated the right messaging for nfant, we uncovered an important distinction around brands that lean heavily into this idea. Empowerment is the feeling you can do something, and it isn’t necessarily grounded in science. Assurance, however, is more powerful. It’s about certainty and expelling any doubt.
nfant is not about building parents up with confidence. It doesn’t just provide feelings of security. It’s about equipping parents with real-time data and patented technology proven to improve feeding outcomes.
No one tells you that feeding your baby might be the hardest thing you have ever done. nfant is passionate about helping parents navigate the ups and downs of bottle feeding and breastfeeding. We are inspired by and grateful to work with people who care deeply about the health of moms and babies and who are making meaningful change in hospitals and homes around the country.
