SORA UNION / RESEARCH
Closing the Perception Gap of an AI-Powered Imaging Company
Clinical imaging company that turns complex clinical data into trusted outcomes used by pharmaceutical sponsors and their clinical, operational, and data science teams for advancing patient understanding.
I was responsible for conducting Market Research and Brand Strategy, from user interviews and competitive analysis to defining positioning recommendations; bridging research insights with design strategy.
Role
Lead Product Designer
Date
2026
Note
NDA Protected. Happy to discuss the full project in a conversation
From Zero to Launch While Navigating Constraints Such as:
Internal Misalignment
Client Requests
Delivery Timelines
Rapidly Upskilling
The brand value proposition as a multi-Therapeutic, AI-Powered Platform, was not Effectively Communicated.
Lung became the brand at the expense of the company itself, due to a well-defined reputation validated by:
20+
Years Active
500K+
Imaging Scans
700+
Journal Papers
Additionally, there was also significant confusion in the market about what the company did and what it offered.
The team saw the future. Customers remembered the past
After conducting interviews to internal team and customers, it was clear that the company was seen in two different ways.
Internal Team
5/5
Described it as multi-therapeutic
Customers
4/5
Associated the brand with lung/respiratory only
Why customers were not aligned with the company’s vision?
Insights revealed that current customers relied on:
Current Experience
Trust Over Promotion
Scientific Credibility
Primary words used by customers to describe the brand
The challenge wasn’t keeping current clients. It was finding a way to send the right message to new ones
As simple as “A Strong First Impression” is where our opportunity lied.
Winning new audiences required unifying and repositioning its brand under a clear, scalable architecture.
Since analytics showed that users were trying to learn more about the company, we needed to avoid sending the wrong message.
One that connected its legacy in respiratory imaging to a future-focused identity, shaped by what their audience values:
Scientific Reputation
Valuable data creation
Trust & Efficiency
Authenticity & Commitment
The architecture process revealed inconsistency around how the solutions were delivered by the company, so I brought it to the Design Director with one question:
Is the Branded House architecture the ideal approach so the positioning is clear and consistent?
Internal misalignment was driving external confusion, making it impossible for customers to understand what the company did or what it offered.
As a team, we decided to align with them first, and then the architecture followed. We facilitated multiple working sessions with the client, aligning stakeholders around a shared brand vision that the architecture could then be built on.
The architecture emerged from that clarity. We decided to structure it as an:
Endosed Brand Model
Who
Master Brand
What
Products [X,Y,Z]
how it’s delivered
Platform
why
Capabilities [X,Y,Z]
how it works
Engine/Technology
Impact and Outcome
The market research and brand strategy became the foundation the company needed.
01
Internal Stakeholders Aligned Around 3 Core Questions
Who they are, what they do, and how to sell it. That clarity unlocked the right words to express their value proposition.
Not a product. Not a platform. Not a diagnostic imaging company. A Solution.
02
From that Foundation, the Visual Work Began
The brand and website had a clear direction to build on, grounded in research, not assumption.
03
On a Personal Level
This project pushed me as a designer. Managing multiple tasks, embracing a lot of collaboration, guiding clients through strategic decisions, and advocating for the right approach from a design perspective sharpened my leadership in ways a typical design project doesn’t.
Endless thanks to the team behind this
Good results come to life through collective effort. We moved toward a shared goal with dedication in every step, turning challenges into opportunities and ideas into reality.