Comet Labs — Brand Proposal

Proposal: Brand Strategy for Comet Labs

Prepared for: Kiran Deol, Comet Labs

Prepared by: Christopher Costuna

Budget: $14,500 AUD (fixed fee)

Timing: 3–4 weeks from kickoff

1) Context (what we’ve heard so far)

Comet Labs is building an ecosystem to support health innovators, with offerings spanning program-based commercialisation support, advisory, and short-form learning—while also exploring a more ambitious VC pillar as a longer-term “north star”. The priority is to sharpen positioning and messaging (particularly for the VC-facing narrative) so the website, pitch materials, and communications clearly express the mission, pillars, and differentiators.

Key themes from our conversations:

  • Prioritise the VC pillar for brand/marketing energy as the highest-leverage narrative.
  • Define the story through “why this VC, why now, why this person”.
  • Position Comet Labs as approachable, inspiring, ambitious, and human (not institutional).
  • Create a usable playbook that informs website copy, LinkedIn, presentations, and can later be used to train AI/tone-of-voice.

2) Objectives

By the end of this engagement, Comet Labs will have:

  1. Clear brand architecture and narrative across pillars (VC, education, advisory/consultancy).
  2. A crisp positioning that differentiates Comet Labs in the Australian (and broader) health innovation and investment landscape.
  3. Messaging frameworks for multiple audiences (investors, founders/medtech startups, partners) at multiple lengths (3 seconds / 30 seconds / 3 minutes).
  4. A practical, shareable Brand Strategy Playbook suitable for guiding web copy, decks, and consistent day-to-day communications.

3) Scope of work (what’s included)

A) Discovery + inputs

  • Review of current materials (website holding content, any existing decks/videos as provided).
  • One focused day with Kiran: a structured download and working workshop to capture the ambition, commercial context, audience needs, constraints, and the core strategic questions the brand needs to answer.
  • Lightweight audit of existing brand assets (logo/colours/style guide) to ensure alignment with strategy.

B) Competitive / landscape scan (focused)

  • A pragmatic scan of comparable players and adjacent references (health innovation programs, funds, platforms).
  • A scan of the medtech startups Comet Labs wants to target, including their stage, category, current positioning, likely needs, and how Comet Labs could credibly speak to them.
  • Identify where Comet Labs can credibly own a point of view and which to areas to avoid.

C) Brand operating system

Define the strategic foundation for how Comet Labs thinks, speaks, decides, and shows up across the health innovation ecosystem:

  • Core belief and point of view
  • Role in the health innovation ecosystem
  • Audience tensions and needs
  • Strategic narrative
  • Messaging pillars and proof points
  • Voice and behaviour principles
  • Offer architecture across VC, education, advisory, and community
  • Decision filters for future brand, content, and partnership choices

D) Audience + messaging framework

  • Primary audiences and what each needs to believe.
  • Messaging pillars and supporting proof.
  • Outcome-focused messaging assets:
    • Sharp introduction — a 3-sentence version for bios, LinkedIn, advisor profiles, and warm introductions
    • Conversation pitch — a 30-second version for meetings, networking, and early investor/founder conversations
    • Investor narrative — a 3-minute version for pitch settings, strategic partner conversations, and high-conviction storytelling

E) Offering narratives

Develop a clear narrative for each Comet Labs offering so every pathway has a distinct role, audience, and reason to exist:

  • VC / investment narrative — why Comet Labs is a credible and timely investment platform for health innovation.
  • Health Tech Program narrative — why this program helps clinicians, researchers, and builders move from promising idea to commercialisation-ready pathway.
  • Advisory / targeted support narrative — why founders and teams should engage Comet Labs at critical decision points.
  • Community / Comet Club narrative — how ongoing connection, expertise, and peer momentum strengthen the ecosystem over time.
  • A shared narrative thread that connects the offerings without making them feel interchangeable.

F) Deliverable: Brand Strategy Playbook

A single document (PDF + working doc) including:

  • Brand platform
  • Messaging framework
  • Audience notes
  • Tone of voice guidelines + example phrases
  • Copy guidance for homepage/hero, “About”, and pillar intros (high-level directional copy)

4) Deliverables

  1. Comet Labs Brand Strategy Playbook (primary deliverable)
  2. Messaging framework (audience-specific)
  3. Website copy — actual draft copy for the homepage, About page, and offering introductions, ready to be reviewed and adapted for a new MVP website.
  4. Workshop outputs

5) Ways of working (cadence)

  • Weekly check-in (30–45 min)
  • Collaborative working doc shared throughout
  • One formal playback session to align and iterate

6) Investment

Fixed fee: $14,500 AUD

Includes:

  • Discovery + scan + strategy development
  • Playbook creation
  • Up to 2 rounds of revision

Payment terms (proposal default):

  • 50% deposit to commence
  • 50% on delivery

7) Workshop format

The 1-day working session with Kiran is included in Section A as the core discovery and alignment activity.

This day is designed as a structured strategic download and workshop, not a separate add-on. It will be used to:

  • Capture the ambition, context, and point of view
  • Clarify the commercial and ecosystem logic behind Comet Labs
  • Work through the VC, education, advisory, and community narratives
  • Identify audience tensions, proof points, and messaging priorities
  • Create the raw strategic material needed for the Brand Operating System and website copy
  • Competitor and landscape mapping

8) Assumptions / what’s not included

Not included unless separately scoped:

  • Copy for full fledged in-depth website as per discussion.
  • Visual identity redesign (logo system, typography, WCAG remediation)
  • Deck design, brand guidelines production-level design
  • Ongoing social/content calendar

9) Next step

If you’d like to proceed, I’ll send a short engagement letter and we can schedule the kickoff session.