Transitioning from a local Brazilian startup company to a global one based in Canada is no small task. It demands a comprehensive rethinking of strategy, design, messaging, cultural dimensions and much more.
At Community & Company, we pride ourselves in working hand in hand with business owners and founders on their communications strategy. Especially ones who want to reach their audiences in a higher capacity and who want to take a leadership role within their industry.
Recently, Rubens Fernando Mendrone, the founder of LINDA LifeTech, shared his experience of working with us on the monumental task of bringing his young Brazilian AI company to the Canadian market. The result was a new website that not only reflects their deeptech ambitions in health care but also resonates deeply with their targeted audience on an empathic and personally deep level.
The Challenge: Going Global
The initial challenge was outlined by Rubens: “We are becoming a global company and we’re coming from a country in South America, moving to North America. Working with Community & Company was really important to me because it meant being able to switch from being a local company to a global company. From design to wording, copy, and imaging—everything showing that we’ve grown—we wanted to cement our global presence.”
Our task was not just to redesign a website but to reshape the entire digital persona of LINDA LifeTech. This meant creating a website that spoke to a global audience while retaining the core values and the mission that have been important to Rubens and his colleagues since the company’s inception.
The Strategic Shift: More Than Just a Layout Change
Rubens emphasized that this project was far more than a simple redesign: “This is not just changing the layout. This is a change in the mindset of the website, changing the message, changing the persona.”
Our approach was holistic. We focused on every element—from the visual design to the tone of the copy—to ensure it communicated the company's evolution. We wanted the new website to be a true reflection of LINDA LifeTech's vision.
The Heart of the Message: Speaking to Women
LINDA LifeTech’s cutting-edge AI technology identifies cancer by analyzing patterns in data that reflect biological changes in women's bodies. Yet, they knew that technical expertise alone wasn't enough. Their passion for healthcare equality demanded messaging that was inclusive and welcoming, in addition to resonating with their primary audience: women.
Rubens highlighted the importance of having Joanna, a talented female copywriter on our team, spearhead this part of the project: “One of the most important things was having a woman taking care of the copy because we’re speaking to women, right? We’re a company focusing on breast cancer, so we need to speak not only from a technical point of view but from the heart.”
Joanna’s involvement ensured that the content was empathetic and supportive, truly reaching out to women and showing that LINDA LifeTech is not just a tech company but a life tech company dedicated to supporting women's health.
The Outcome: A Stunning Website Launched at Collision
The timeline was ambitious, but our team delivered. Rubens recalled, “I thought that the new website would take up to three months. And actually, it took three weeks. Community & Company set a date during the first meeting and were committed to the end, achieving the needed results on the predicted date.”
Launching the new website at the Collision conference was a strategic move that garnered significant attention. Rubens proudly announced the launch while on stage during a conference, backed by major media coverage.
Commitment and Excellence: Our Promise
Rubens’ testimonial underscores our dedication to not only delivering exceptional work but also committing to our clients’ goals and timelines. “This is more than just doing great work. This is actually committing to great work and committing to a founder because you knew at that time the value of launching the new website at Collision.”
At Community & Company, we pride ourselves on our ability to transform visions into reality. We are honored to have played a part in LINDA LifeTech’s journey to becoming a global leader in women’s health technology.
Are you ready to take your business to the next level? Book a call today and let’s start transforming your digital presence.
