Industry: Biotech / Mental Health / Diagnostics
From Small Startup to National Spotlight: How We Built the iXG Brand from the Ground Up
iXpressGenes
The Challenge
iXpressGenes (iXG) had a breakthrough biotech innovation: the TAI™ test, a simple blood test that detects trauma-induced inflammation before symptoms emerge. However, with no brand, no voice, and no visibility, they required a strategic partner who could create a comprehensive identity from scratch. iXG turned to Flourish to launch their brand, shape public perception, and introduce the world to a bold new way of thinking about trauma care.
What We Did
This was brand building from the ground up. Flourish served as iXG’s embedded brand team, crafting every touchpoint from science-forward messaging to investor-ready decks. Here’s what we brought to life:
Brand Management (Primary Focus)
- Brand Development: Created iXG’s complete visual and verbal identity, logo, voice, brand language, tone, and look, tailored for clinical credibility and public resonance.
- Messaging Platform: Built a messaging framework that blended scientific rigor with human clarity, including anchoring lines like “Empowerment Starts Here.”
- Public Perception Strategy: Led external narrative shaping through a robust PR and media plan, securing features in national and regional outlets (see Supporting Info).
- Launch Collateral: Produced a deep library of brand assets and materials for provider outreach, patient education, and public awareness, all built around the TAI™ test.
Key Collateral Included
- PTSD Awareness Poster.
- Magazine for provider education.
- Multiple audience-specific one-pagers.
- Trifolds for veterans, healthcare providers, and general audiences.
- Branded pop-up banners.
- TAI test kit box packaging.
- Branded backdrop for events and media.
- Strategic Support for Funding: Supported iXG’s fundraising efforts with high-impact pitch decks and investor messaging that tied science to market need.
Social Media (Secondary Focus)
- Built iXG’s social presence from zero, launching LinkedIn with a cohesive, bold look and message.
- Created and managed content that brought biotech to life with trauma-informed, audience-specific posts.
- Quickly increased visibility and engagement through campaigns that effectively blended science and storytelling.
Social Results:
With Flourish’s creation and implementation of a content strategy, the overall LinkedIn engagement rate averaged 6.5% (well above the national average, which hovers between 2 – 5%).
A consistent theme among iXG’s top-performing posts is showing the faces behind the brand. Especially in the healthcare and biotechnology industries, audiences are interested in learning more about the people providing care- the “why.” iXpressGenes has a story to tell, and they consistently show up to share it.
Social Results:
(Placeholder for final stats from Breanne — include follower growth, top posts, engagement rate.)
- Flourish created the iXG LinkedIn and grew it from 0 to 571 followers.
- With Flourish’s creation and implementation of a content strategy, the overall LinkedIn engagement rate averaged 6.5% (well above the national average, which hovers between 2 – 5%).
- Some Top-Performing Posts:
- VA Birmingham
- Engagement Rate: 39.8%
- Shift The Narrative Event
- Engagement Rate: 60.3%
- House and Senate Committees of Veteran Affairs Trip to Washington, D.C.
- Engagement rate: 51.2%
- Chamber Event- Heartbeat of Healthcare event
- Engagement rate: 41.5%
- Pioneers of Progress Event
- Engagement rate: 40.2%
- A consistent theme among iXG’s top-performing posts is showing the faces behind the brand. Especially in the healthcare and biotechnology industries, audiences are interested in learning more about the people providing care- the “why.” iXpressGenes has a story to tell, and they consistently show up to share it.
- VA Birmingham
The Outcome
Flourish helped iXpressGenes transition from stealth mode to a public-facing powerhouse. Today, iXG is a national voice in trauma care, featured in major media and adopted by leading mental health providers. With a clear brand, compelling message, and deep public resonance, iXG is poised to lead a new era in trauma prevention.
They helped us tell our story in a way that truly reflects our mission.
– Shelby Mounts
NextOp
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