Stelo
Glucose tracking is now OTC
- Naming
Stelo is the first FDA-cleared glucose biosensor available without a prescription. The developer, Dexcom, entrusted us to find a name that felt empowering, told a story about optimizing health, and would help introduce this technology to a whole new audience.
What we did
We searched for compact names that could convey power and lend themselves to a future where the biosensor would provide augmented feedback on a growing array of analytes in one’s blood. Stelo means “star” in Latin, and “stem” in Italian. When we presented the name in the second round it was well-received for signifying healthy growth and having pleasant phonetics.
What was the deal with…
Trademark
Names were screened for medical device conflicts in the US, UK, Canada, and Germany. Stelo received A’s and B’s in those markets, and ultimately cleared a deeper legal screening with Dexcom’s counsel.
URL
Dexcom was able to acquire stelo.com for their new product.
The decision
We worked with four Dexcom researchers and marketers who coalesced around a vision of the device as a “partner in thriving.” Stelo was actually not the original top name for the team. However, they soon found that it made a strong, natural connection to the product.