Image Owl
BRAND REFRESH (and part of a brand consolidation)
WEBSITE
DIGITAL MARKETING
PRODUCT POSITIONING
Diagnostic Medical Equipment QA Management
Image Owl is part of Phantom Lab, a larger organization that made a strategic decision to unify its businesses under a single, cohesive brand. Bringing that unification to life was achieved by keeping the design approach intentionally simple—using a single bold, clean font and a restrained color palette to create an uncomplicated visual identity.
That same clarity and focus is carried through their website.
I streamlined a formerly content-heavy, product-centric site, distilling the information to its essentials while positioning Image Owl as trusted experts who deeply understand the complexities of radiation therapy. The result is a clean, intuitive site with clear messaging, strong calls to action, and an elevated user experience.
My partnership with their team also extends to ongoing digital marketing efforts, primarily centered around their QA management platform, TotalQA. It’s always a creative and collaborative process—made even better by a client who isn’t afraid to push boundaries and try something different.
Speaking of TotalQA, let’s talk Product Positioning
TotalQA disrupted QA management in 2016 by integrating typically siloed radiation therapy data sources all into one place, in the cloud, and automating repetitive tasks, reporting, and image analysis. I created an identity that reflects this shift from chaos to order as symbolized in the logomark and the tagline “Turn Complex to Complete,” which has become a recognizable brand & mantra.
