Gintuit was close to a complete white space brand. Organogenesis was considered one of the world’s leading regenerative medicine companies, but their real expertise was in development and manufacturing a very challenging technology – living human skin cells. Their marketing expertise was confined to wound care, which is a fragmented and very challenging market.
Gintuit leveraged the same technology and a very similar product – a 45 mm disc of human keratinocytes and fibroblasts within an extra-cellular matrix consisting of human proteins and human and bovine collagen. But the target audience – dental specialists and oral surgeons – was completely new. Success in the market relied on both branding the product successfully but also branding the company in this space, where it was a complete unknown.
Some sample concepts:
The winning concept:
Drawing out materials: