BRAINCARE FOR THE WORLD
WaveNeuro is a neurotechnology company that uses science and data to generate personalized brain insights. Working directly with the executive team, I helped restructure their brand strategy, refine the identity system, and sharpen the company's core purpose.
Early in the engagement, I coined the term "Braincare" — a word WaveNeuro immediately trademarked. Strategically, it gave the company ownership of an entirely new market category, elevated the brand's purpose beyond technology into wellness, and became a versatile asset across every branding touchpoint.
I also developed a proprietary service language and consumer journey framework that aligned the brand voice from first awareness through the in-session experience.
WAVE NEURO & EQUINOX
With WaveNeuro established as the defining voice in Braincare, the brand was ready to move into premium physical spaces. I developed the strategic vision and partnership narrative for a proposed collaboration with Equinox — articulating how WaveNeuro's neuroscience-led wellness offering could integrate seamlessly into Equinox's high-performance consumer environment.
The pitch positioned Braincare as the natural next frontier for a membership base already invested in optimizing body and mind.
WAVE NEURO & TEXAS A & M
Braincare isn't just a wellness concept — it's grounded in science. When the opportunity arose to bring WaveNeuro's technology into Texas A&M as a campus-wide engagement, I developed the strategic vision and partnership narrative that framed the collaboration around something bigger than access: the chance to embed Braincare at the center of active brain research.
The pitch positioned WaveNeuro as both a wellness brand and a legitimate scientific partner — adding institutional credibility that would resonate far beyond the campus.
SONAL
Alongside defining WaveNeuro's core brand, I named its go-to-market brain modulation device. The name Sonal — drawn from the root of "personalization" — was designed to feel both scientific and human, a word that could carry clinical credibility while remaining warm and approachable at the consumer level.
From there, I developed the full product expression: packaging design, photography direction, and consumer messaging across the website and product handbook.
BRAINCARE PERFORMANCE CENTERS
