I did this by first diving into their business plan and model and getting to understand the different facets of sleep medicine and how all of the pieces fit together and depend on each other. As I dug deeper into the business research, I also began to help put together case studies that illuminated the user experience. This helped me to uncover the common thread and the overarching positioning for Somnoware: Access to centralized data to improve care and reduce costs. I then applied this theme to the messaging and communicated it through color, imagery and content hierarchy.