Bacterioscan desired a new brand approach and brand identity for its diagnostic microbiology platform which uses precision instrumentation to decrease the time to detect infections and increase the likelihood of a successful antibiotic response – ultimately reducing the opportunity for the emergence of antibiotic resistance. The Bacterioscan brand needed to convey the who, what and why of their business to a variety of stakeholders, including healthcare providers and investor groups, in order to drive sales, funding and future product development. We translated Bacterioscan’s proactive approach to medicine into a new brand position and tagline, “Answers Before Antibiotics,” to help launch the brand and indicate how the company is changing the way infectious disease is diagnosed and treated.