Freedom to live.

Investor narrative · Brand strategy · Product naming · Identity

National Cardiac Monitoring Centre had operated since 1986 — one of only fifteen Medicare-certified cardiac monitoring facilities in the United States. Thirty years of clinical expertise. No brand. No product. No story a patient could feel.

The investor narrative process found the truth: cardiac patients didn't want better monitoring. They wanted to live without restriction. That truth named the company, named the product — Liba3, a word play on liberty — and designed it from the inside out. Wire-free, wearable, invisible enough to forget.

At the American College of Cardiology conference in Washington DC, the stand was described as 'Best in Show'. National Cardiac raised US$20 million in four months.