10zyme Identity

The Challenge

10zyme is an early-stage FemTech startup redefining cervical screening with an innovative self-testing diagnostic for high-risk HPV, the virus responsible for nearly all cervical cancers. Their mission is both scientific and deeply personal: to empower women and people with a cervix to take control of their cervical health by providing instant, accessible testing that doesn’t require travel or lab dependency. 

Their core challenges included:

• Communicating complex science in a way the public can trust
• Balancing medical credibility with approachability and empowerment
• Positioning a new category (“self-test diagnostics”) in a landscape dominated by clinical pathways

Their audience spans:

• Patients seeking control and clarity
• Healthcare professionals and partners
• Investors and research collaborators

Strategic Approach

Applying a Brandiq™ + Mar.kology™ lens, the strategic focus centered on trust reinforced by clarity and human empowerment over clinical authority.

Rather than purely leaning into MedTech clichés (cold clinical messaging), the brand:

• Frames innovation through human benefit first
• Centers accessibility and autonomy for users
• Signals credibility through clear science communication without jargon

This aligns with underlying psychology: People facing health decisions seek clarity, control and dignity, especially where fear and anxiety can block engagement.

10zyme’s identity now conveys:

• Scientific rigor — validating their technology’s seriousness
• Empowerment and control — users are at the center of the narrative
• Accessibility — immediate results anytime and anywhere

Example positioning statements:

1. “Engineering biology to advance cervical health control”
2. “Self-testing with instant results — redefining cervical screening” 

This dual approach keeps messaging both credible to clinicians and reassuring to lay audiences.

While the current 10zyme identity leans toward scientific neutrality (likely using clean blues and stark signals), the psychological insight here is:

• Visuals that signal trust and warmth (not only cold data authority) help reduce health-related fear
• A narrative that places the user’s lived experience above the device itself increases engagement and uptake

This influences how audiences perceive innovation: “This tech is for me, not just for labs.”

10zyme’s brand ecosystem now:

• Communicates complex science in plain, human language
• Aligns research credibility with user empowerment storytelling
• Provides clear educational resources (guides, blogs, FAQs) that build informed confidence rather than confusion