Scope: Rush Naming of SilkRoad's most important product.
Jane was asked to name Silk Road Medical's Transcarotid Artery Revascularization Procedure, after firing a $30,000 naming agency that spent 3 weeks on the project. After 48 hours Jane submitted the name EnRoute and abbreviated the stent procedure to TCAR. Jane worked directly the CEO. The stent is made of nickel-titanium alloy (nitinol) tubing, laser-cut into a mesh shape. It was given FDA approval in 2016 and expanded approval in 2022. The company went public in 2019. The name played off the road in the corporate name and the idea of being inside something like the neck. As well as being in route towards a greater good. Janes team helped them brand this name with logo idenitity, wesbite, messaging, collateral, and clinical trial materials. The company is worth $2B+ today.