Sight Sciences — 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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Sight Sciences®

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Brand Identity
Art Direction
Video Direction
Website Design
Digital Marketing Strategy

Empowering Individuals With Private, In-Home Answers About Their Health

NOWDiagnostics (NOWDx) produces the First To Know® platform of diagnostic tests, expanding consumers' ability to test themselves anytime, anywhere and receive accurate results in just minutes.

NOWDx partnered with Kadiko to create a brand platform and creative campaign for the First To Know Syphilis Test.

Following thorough research, Kadiko identified and prioritized audiences most affected by syphilis and most likely to purchase the test. With a disease so prevalent, yet widely unknown to those at risk, our team acted with urgency to reach these audiences.

Our team developed the tagline: Find out now. This was a wink to the company name and a strategic choice to eliminate the possibility of a competitor changing the narrative by providing results sooner or faster. You can’t get much sooner results than now! In-home test. In-home results. In minutes. This simple statement on the package tells the buyer everything they need to know.

The hourglass plays an important role throughout the VBL. It’s more than a shape; it’s a metaphor. The hourglass is a brand-critical element derived from the First To Know product itself, emulating the transaction between test and knowledge.

Parallel to the development of the brand platform, our creative team produced an award-winning campaign that speaks to the sensitivities of the topic while using cheeky and playful language to help destigmatize the shame surrounding STI testing.

The targeted campaign featured eyebrow-raising headlines and reached millions of screens—spanning across Google search and display, social media, LGBTQ+ dating apps (LGBTQ+ males are most at-risk for syphilis)—driving customers to a dedicated landing page where they could find locations to buy the test.

Insights from user behavior on the website and through interacting with ad units fed back into our approach, allowing us to adjust our strategy as needed to continue driving strong CVR and decreasing CPC for NOWDx.

In conjunction with the campaign, Kadiko created the First To Know website, an Instructions For Use video, promotional videos, product packaging for the First To Know Syphilis Test, and more. Our partnership continues as the First To Know platform aims to expand in the years to come.