Jewel — Layne Takahashi Design Department

Layne Takahashi is a multidisciplinary creative director based in Brooklyn, New York specializing in graphic design and creative strategy.

Offerings within the range of brand identity, brand strategy, art direction, digital marketing, advertisement, concept, and campaign.

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Jewel

Index

Brand Identity
Art Direction
Photography Direction
Video Direction
Website Design
Illustration

Positioning Jewel as the New Standard in Cardiac Protection

Jewel is a breakthrough in Wearable Cardioverter Defibrillator (WCD) technology, designed by Element Science. It’s designed to protect patients at risk of sudden cardiac arrest with continuous, sleek, and discreet coverage. Despite Jewel’s clinical promise, Element Science was entering a space dominated by outdated vest-based solutions with poor patient compliance and clunky experiences. To succeed, they required a brand that could communicate credibility and care with equal clarity.

Element Science partnered with Kadiko to position Jewel as the new standard in cardiac protection. From naming and messaging to website and video, our team developed a unified brand platform inspired by the elegance and purpose of the product itself. Our work began with a competitive landscape analysis that revealed an industry overwhelmed with complexity and underwhelming in design. This gave Jewel a clear runway to lead.

We crafted a visual identity that mirrors the device's physical form and calming presence. Soft gradients, rounded edges, and subtle textures convey approachability and trust, while crisp typography and precision layouts ground the brand in clinical excellence. Messaging was built to flex between audiences, translating complex technology into clear benefits for providers and tangible reassurance for patients.

The Jewel website was designed as a dual-purpose experience with one side geared toward HCPs and another presenting reassuring information for patients and caregivers. We also produced a launch video and product photography centered on user experience.

Understanding the deeply personal nature of this category, we prioritized empathy in our creative approach. Rather than leading with fear or urgency, we expressed freedom, continuity, and quiet confidence to help patients envision uninterrupted protection that doesn’t get in the way of their lives.

The result is a brand that redefines expectations in the category. With Jewel, protection is no longer bulky or clinical. It’s wearable, livable, and fit-for-life. By aligning every touchpoint to reflect Jewel’s unique balance of empathy and innovation, Kadiko helped transform a groundbreaking product into a market-ready brand with emotional and clinical impact.