The Challenge: Branding a Medical Device for Both Investors and Mothers

Galena Innovations, a startup founded by Ashley Crafton, a mother and former nurse, came to me with a mission that mattered deeply to her: developing the Hannah Cervical Cup, a first-of-its-kind device designed to help prevent spontaneous preterm birth, a condition affecting 15 million babies globally each year.

The product itself was already grounded in real clinical research. What it needed was a brand that could carry that weight: warm and human enough to reach the mothers and families it was built to protect, while sophisticated and credible enough to stand in front of investors funding a Class II medical device through FDA review.

Because medtech branding leans clinical and cold, and most maternal/wellness branding leans soft and decorative this was a unique challenge we had to solve for the brand. The brand needed to hit on both marks: Something at competent enough for a regulatory and investment audience, but also tender enough for the families the product exists to serve.

The Approach: Building Trust Through Warmth and Clinical Credibility

The name itself gave us our anchor: Hannah, drawn from the biblical story of a woman whose hope was answered. That became the emotional throughline for the entire identity, a soft, elegant serif logotype paired with a hand-illustrated bird mark, symbolizing hope carried forward. The palette moved between a deep, grounding mulberry/wine and warm neutrals which reads as confident and warm.

From there, the brand needed to work across two very different contexts: the emotional, patient-facing experience of the product itself, and the analytical, high-stakes context of an investor pitch.

What We Designed: Brand Identity, Packaging, and Investor Materials

• Full brand identity — logo, typography system, color palette, and visual language built to flex between clinical credibility and maternal warmth
• Packaging design — the physical unboxing experience for the Hannah Cervical Cup itself, carrying the brand’s emotional message (“Every week in the womb matters”) directly to the patient
• Investor pitch deck — translating clinical data, market opportunity, and financial projections into a deck that reads as polished and trustworthy as the science behind it
• Executive summary — a clear, credible one-page leave-behind for investor conversations
• Custom iconography — a set of icons representing clinical and medical concepts (PPTB, cervical insufficiency, PPROM, and more), designed to make complex medical information immediately legible for both clinical and lay audiences

Where Things Stand: Clinical Trials and Fundraising

Galena Innovations is currently in the clinical trial and fundraising phase, working toward FDA Breakthrough Device Designation as they raise their next round of investment. The brand now carries their mission, both literally and visually, into the rooms where that funding decision gets made.

Ready to build a brand that carries your mission forward?

Whether you’re preparing for investors, launching a product, or refining your visual identity, K Design Co. brings both strategic thinking and hands-on design craft to every project. Let’s talk about what your brand needs to say, and how to say it with confidence.