To successfully break into the diabetes market, twiist redefined automated insulin delivery by giving every user the power to personalize diabetes control like never before.
CHALLENGE:
Sequel Med Tech set out to shake up the Type 1 diabetes market with twiist—a novel automated insulin delivery system using soundwave technology for unmatched precision in insulin delivery. But even with innovation on its side—and the credibility of founder Dean Kamen, inventor of the original insulin pump—Sequel was entering a crowded field led by Omnipod, Medtronic, and Tandem. With no obvious unmet need and a delayed launch, Sequel needed to create a story powerful enough to redefine what innovation looked like in automated insulin delivery.
Patient Brochure
INSIGHT:
In a category driven by routine and loyalty, true disruption would come not from a single feature but from a total experience. People living with diabetes wanted more control—control that reflected their individuality, not just their condition. Sequel’s proprietary technology offered exactly that: the ability to fine-tune glucose management and personalize every setting like never before. So instead of competing on functionality, twiist became the champion of personalization in diabetes care..
SOLUTION:
We built twiist into a brand that embodied personalized diabetes care. The name twiist captured the distinctive shape of the device—a subtle nod to its proprietary soundwave dosing mechanism and the personal twist users bring to managing their care. Every aspect of the identity, from design to messaging, reinforced the idea that twiist adapts to you—not the other way around. Visually, we leaned into its unique form as a bold symbol of innovation and self-expression in a category of lookalikes.
RESULTS:
The name and visual identity cut through the clutter to celebrate the power of small. The ripple motif With the “It’s your life—with a twiist” campaign, we reimagined insulin delivery as something deeply personal—technology that adapts to the rhythm of real life. By giving people power over precision insulin delivery, twiist transformed a medical device into something more meaningful: a system as individual, intuitive, and alive as the life it supports.
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