case study:
the device files

Graphic designer and illustrator serving Johnson City/Northeast Tennessee, and remote clients in Gainesville, Florida and beyond

Blythe Karow is a strategic management consultant and founder of The Karow Advisory Group. She writes The Device Files, a Substack publication on MedTech strategy, market access, and commercialization, and she came to me with a mission. She wanted my help to turn her Substack posting from just a blog into something that reflects the credibility and strong confidence that she possesses.

The Devices logo in dark teal text on a black background
Smiling woman’s portrait with a yellow overlay and diagonal background stripes
The Device Files graphic featuring a smiling woman in a navy turtleneck
Abstract teal and green geometric background with overlapping diagonal stripes
The Device Files: From Concept to Commercialization in MedTech, Wearables, and DTx
The Device Files banner reading “From Concept to Commercialization in MedTech, Wearables, and DTx.”

Development on branding for this project was quite fun as we initially played with all kinds of medical technology illustrations from historical patents. Along the way, we moved towards a more refined, modern style.

The Device Files banner thanking partners, featuring a woman's portrait and the tagline “From Concept to Commercialization in MedTech, Wearables, and DTx.”
The Device Files Weekly Sponsor banner
The Device Files banner thanking paid subscribers, with text about MedTech, wearables, and digital therapeutics.
The Device Files podcast banner featuring the tagline “From Concept to Commercialization in MedTech, Wearables, and DTx” and a portrait of a smiling woman.

As The Device Files grows in popularity, Blythe continues to explore new channels, meaning she needs a strong set of building blocks to support her efforts. Currently she exists on Substack (with both free and paid-subscriber content), podcasts on Spotify, and shares it all on Linkedin also.

We have established a thorough set of style guidelines and visual assets (read fonts, colors, patterns, and more), and have ideas for how we might continue to grow the brand’s look and assets in the future as needed. It’ll be fun to see where the future takes her!

The Device Files podcast graphic featuring a smiling woman’s portrait and bold teal title text.
The Device Files podcast graphic featuring a smiling woman’s portrait and bold teal title text.
The Device Files podcast graphic with a smiling woman’s portrait and bold white title text on an olive green background
The Device Files podcast graphic with a smiling woman’s portrait and bold white title text on an olive green background
The Device Files title graphic with a smiling woman's portrait over a teal background
The Device Files title graphic with a smiling woman's portrait over a teal background
The Device Files podcast cover featuring a smiling woman and bold white title text on a yellow background.
The Device Files podcast cover featuring a smiling woman and bold white title text on a yellow background.
The Device Files title graphic featuring a smiling woman’s portrait
The Device Files title graphic featuring a smiling woman’s portrait
The Device Files podcast graphic featuring a smiling woman in a dark turtleneck and bold white text on a teal background
The Device Files podcast graphic featuring a smiling woman in a dark turtleneck and bold white text on a teal background
The Device Files graphic featuring a smiling woman in a navy turtleneck
The Device Files graphic featuring a smiling woman in a navy turtleneck
The Device Files graphic featuring a smiling woman in a navy turtleneck on a yellow-green background
The Device Files graphic featuring a smiling woman in a navy turtleneck on a yellow-green background
The Device Files graphic featuring a smiling woman in a navy turtleneck
The Device Files graphic featuring a smiling woman in a navy turtleneck
Portrait of a smiling woman beside the text “The Device Files”
Portrait of a smiling woman beside the text “The Device Files”

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