Rivaara Labs is a molecular diagnostics company in India focused on advanced diagnostic technologies such as PCR and rapid antigen testing. The company entered the healthcare market shortly before the COVID-19 pandemic with the goal of providing faster and more reliable diagnostic solutions for hospitals, laboratories, and healthcare professionals.
At Pavan Java Studio, the agency was tasked with building the brand and communication ecosystem for Rivaara Labs from the ground up. This included brand identity development, website creation, marketing materials, and digital campaigns designed to introduce the company to healthcare professionals and corporate clients.
Agency
Pavan Java Studio
Year
2019 – 2022
Role
Brand Strategy, Client Servicing, Marketing Communications
Brand Identity
Rivaara Labs needed a clear identity that reflected scientific credibility and innovation. The brand system was built around a DNA-inspired visual language, reinforcing the company’s focus on advanced molecular diagnostics. My role involved coordinating the development of the brand identity and ensuring that the visual and messaging system remained consistent across all communication materials.
Website Launch
The Rivaara Labs website was developed as the central information hub for the company. It needed to clearly explain complex molecular diagnostic services while establishing credibility with healthcare professionals and partners. I managed the coordination between the client, design team, and development vendors to ensure the website structure, messaging, and visuals aligned with the brand and effectively communicated the company’s capabilities.
Digital Campaign – Return to Work Testing
During the COVID-19 pandemic, Rivaara launched digital campaigns promoting rapid antigen testing solutions for organizations preparing employees to return to work safely. The campaign messaging focused on workplace safety and building confidence for companies navigating the “new normal.”
LinkedIn was the primary platform used to reach decision makers such as HR leaders, operations managers, and corporate teams responsible for employee health policies. I coordinated the campaign messaging, creative development, and execution across digital channels to ensure the communication clearly positioned Rivaara’s on-site testing services for corporate environments.
Detect to Protect Campaign
The “Detect to Protect” campaign focused on cervical cancer awareness and early detection. The initiative aimed to educate both healthcare professionals and patients about the importance of timely screening and diagnosis. The campaign included educational materials, posters, and scientific communication designed to encourage awareness and preventive action.
Doctor Digest
To support healthcare professionals, we developed detailed diagnostic digests that explained the scientific background and applications of Rivaara’s tests. These materials translated complex laboratory information into structured and accessible content for doctors and medical practitioners. I worked closely with the client and design team to manage the development of these materials and ensure accuracy in communication.
Rivaara Labs pushed me to step up as an account lead at a time when both the project and the environment were highly uncertain. Managing a new healthcare brand during the pandemic with a small team required constant prioritisation, clarity, and ownership. It taught me how to handle complexity, work under pressure, and build structured communication around highly technical subjects.
Manjesh Goreja 