Artemis: Brand Repositioning and Category Design for an Aesthetic Device Company

Key Results

1

NEW B2B CATEGORY DEFINED AND NAMED

5.0

CLIENT RATING ON UPWORK

At a glance. Client: Artemis (artemis.co), a distributor of non-invasive aesthetic devices for med spas and beauty businesses. Engagement: one-time project, January to May 2022. Methods: interviews with the team and a series of brand and category workshops with leadership. Deliverables: brand purpose, vision, mission, values, and personality; brand architecture; target audiences; positioning and value proposition; positioning for each device, including a new acne treatment device; and a new category definition with a name and point of view.

The Challenge

Artemis gives med spas, salons, and other beauty entrepreneurs access to class 1 aesthetic devices that deliver medical-grade results, without the owner needing a medical degree. The company was growing, but the brand had not kept up. Ads and sales were aimed at the bottom of the funnel. Offers like "no cost to start" made a premium product look cheap. Each device was pitched as a more effective version of a competitor's treatment, and sales and marketing were not telling the same story.

Research and Findings

I started with interviews and a workshop on the company's biggest challenges: awareness and credibility, messaging that changed from product to product, a team spread thin across devices, and partners who needed more onboarding and sales support. The real value of Artemis was in the partnership: training, onboarding, marketing support, and pricing that gave smaller businesses access to technology that had been out of reach. Positioning each device as "the same but more effective" kept it boxed into someone else's category.

What We Did

Over a series of workshops, I led the leadership team through the brand foundation: purpose, vision, mission, values, and personality. We set up a branded house so each device had its own space under one Artemis value proposition, defined the business and consumer audiences, and wrote the value proposition. We then made the case for a new B2B category, class 1 aesthetic devices with medical-grade results, named it, and drafted the category point of view. Positioning for each device, including the new acne treatment, was built to fit under that umbrella. I also recommended moving ads away from "no cost to start" and toward what partners actually get.

"Very useful work on workshopping for brand development."
Artemis, 5.0 review on Upwork

What It Means

Companies that sell through other businesses often have more value than their ads show. When a product line is positioned one device at a time against competitors, the conversation drifts to price. A clear category and a clear partnership promise give every product, ad, and sales call the same story. That is the work behind brand strategy and positioning.

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