01
A blank canvas
Retiny AI entered the market without a name, logo, website, or communication framework. In healthcare, where trust is non-negotiable, starting from zero is starting at a massive disadvantage.
Work · HealthTech AI · Pre-seed · 2025
Retiny AI
From zero market presence to a trust-first clinical identity
Case summary
A clinical-grade brand and investor narrative for a retina HealthTech platform.
Open
Pre-Seed round, actively raising
+500
Subscribers in first 5 months
2
Clinic partners
Sector
HealthTech AI
Stage
Pre-seed · 2025
HQ
Sweden / Europe
Timeline
Brand launch to first clinic partnerships: 4 months
Services delivered
Branding · Investor deck · Website · Visual system · Social positioning · Copywriting
The challenge
What was holding them back.
- MVP launched, fundraising planned, but market visibility near zero.
- No branding, website, or investor materials.
- Target buyers: public and private clinics and hospitals across Europe.
Trigger event Raise funds + create awareness among medical institutions.
02
Medicine resists change
Clinics and hospitals are among the most risk-averse adopters of new technology. A weak or inconsistent brand signals instability.
03
Intelligence meets empathy
The platform needed to appeal to clinical professionals demanding scientific rigour and to patients needing reassurance. One brand, two emotional registers.
The stakes Without a credible medical brand, no clinic takes the pilot meeting, and no investor backs the round.
“We built a brand that opens doors no sales deck alone ever could.”
The work
What we built — and why it worked.
- 01 Brand identity system A fusion of abstract retinal symbolism and precision geometry. A purple palette communicates energy and transformation, warmth without sacrificing clinical authority.
- 02 Investor pitch deck Retina disease as an underserved global crisis, AI as the only scalable answer. Structured to walk investors from market urgency to proprietary tech differentiation.
- 03 Website & patient portal Two entry points: institutional buyers and individual patients. Data-driven layout with empathy-led copy, every screen built to convert and reassure.
- 04 Social media positioning Credibility on LinkedIn among clinical and MedTech audiences. Content educating on retinal health while warming up institutional leads.
- 05 Tone of voice Precise without being cold. Empowering without overpromising. A clinical voice that speaks fluently to surgeons, GPs, and anxious patients alike.
- 06 Clinical communication templates A full suite for clinic outreach, referral pathways, and patient follow-up, letting the team scale communications from day one.
The visuals
Key takeaway
Why this case worked.
Trust-first system A brand designed to feel scientifically credible gave clinics and hospitals the confidence to say yes to a partnership.
Dual-audience clarity Clinical precision and patient empathy in every touchpoint made Retiny AI relevant to two very different audiences without diluting either message.
Institutional signals Prioritising research partnerships over a mass-market launch gave the brand legitimacy money can’t buy — and made the investor story significantly stronger.
Most relevant for
- HealthTech Pre-Seed startups needing clinical partnerships before funding closes.
- MedTech founders serving both institutional buyers and individual patients.
- AI health platforms entering European or regulated healthcare markets.
- Startups that need academic or scientific validation as part of their go-to-market.
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