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Minimally Invasive Spinal Technology

The problem...we found that there is a gap in patient emotional and physical care. They're not just a software company - they're in the business of improving lives.

Brandcenter X MIST | Four Weeks | Re-Branding | Real Client Presentation 


MIST is a health technology company that focuses on minimally invasive spinal technology and help detect scoliosis early on. They are dedicated to the betterment of care for children suffering from scoliosis that drives innovative, patient-centered care for scoliosis correction.

We Strive:  

To provide a community around each of our child-patients.  One that caters to their emotional and physical needs.  To be a place for advice, encouragement, and empathy.  It takes a village to care for a child, and MIST wants to bring one to their patients fingertips.


Build trust between doctors and patients and take MIST’s mission seriously and focus on the patients. Empower parents and patients to advocate for MIST by: 

  1. Building a network of KOL (key opinion leaders)

  2. Building a network of spinal surgeons and spinal device companies

  3. Have performed 2 IRB-approved clinical studies for their software algorithm.


Truly humanizing the medical industry, especially with regards to adolescent patients where where doctors can truly can connect to empower and empathize with patients. 


My Role: 

  • Conducted extensive quantitative and qualitative research, social listening, and interviews

  • Helped to craft audience segmentation, target, and journey

  • Helped create the strategic direction for the re-brand  


Parents can’t “hide” their kids condition from them.  Each child should to be knowledgeable of, and active in, their own treatment.  Kids strong enough to deal with the day to day battles of scoliosis deserve to be seen as equals in the process of treating it.


The best way to take the fear away from a diagnosis is to know what you are up against.  A child that knows what's happening will be more confident when around other kids, and adults, who don’t.


Life doesn’t have to change.  Kids should still be dancers, and cheerleaders, and basketball players, they should still hang out with friends and still be kids.  This product isn’t to alter their lives, its to keep them down the path they were already going. Through knowledge and empowerment, MIST will help each child adjust and flourish.

This includes parents, patients, and physicians

Primary: Parents 

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Secondary: Patients 

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Tertiary: Physicians

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Parent + Patient Journey

The journey begins at the education stage when the patient gets the first indication that they might have scoliosis.

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These are the areas with the most opportunity, where we can make the most impact for the parent and patient. Change the experience and alleviate the high emotions they are feeling leading up to diagnosis and immediately after diagnosis. 

Solutions Overview

The main themes our solutions evolve around having parents and patients feeling three things that ultimately build trust: 




Build Trust

New Branding 

We believe the current branding felt too “scientific”, didn’t stand out amongst other medical companies, and doesn’t give off the level of trust that we know MIST will provide. With brighter colors that stand out more, and a new logomark that breeds trust and feels uplifting.

We wanted out logomark to nod to the actual vertebrae itself. We want people to look at this and know that MIST will be there to guide them throughout their Scoliosis journey. 

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Short-Term Implementations 

Facebook: Ads  

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Facebook: Support Group  

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MIST Athletes   

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Long-Term Implementations 

MIST/Cord App  

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MIST Screening Bus  

Detecting and tracking scoliosis in adolescents is the key to keeping kids off the surgeon's table. During puberty, spinal curvature can increase astronomically, which means pediatricians really need to know what they're dealing with before it gets there.


The MIST Screening Bus goes from school to school giving children free spinal checks that allow doctors to track their potential scoliosis progression, while normalizing the check-up process. The data collected will also allow for case studies to be done about adolescent scoliosis, further increasing MIST's impact on the condition as a whole. 

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MIST Backpacks 

Backpacks promote improper posture in adolescents and teens. When filled to the brim with textbooks and writing utensils it's even more weight than a growing child needs to be burdened with, especially if they're already dealing with early on-set scoliosis.


MIST can take advantage of existing remote controlled luggage technologies to create a backpack for kids that they can enjoy using without having to carry it on their backs. 

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Strategy Team:   

Account Team:   

Cat Marsh: Strategist
Charlotte Robins: Strategist
Shiela Villalobos: Strategist

Amanda Yoon: Creative Brand Manager
Prahbjot Saini: Creative Brand Manager

Creative Team:   

Nebraska White: Copywriter
Cain Luke: Copywriter 
Nicolas Vega: Experience Designer
Dani Loleng: Experience Designer 
Hannah Berling: Art Director
Adam Debrueler: Art Director
Matthew Cavallo: Art Director 
Robin Richardson: Art Director

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