The branding process started with a meeting with the target group, which consisted of persons interested in stretching their day by a few more hours and open to new technologies. Among potential buyers of the device, there were also frequent flyers exposed to jet lag effects because of time zone changes. Tests showed that NeuroOn mitigates the consequences of jet lag. This idea had to be expressed in visual form. Sales materials, such as folders, business cards, leaflets, and roll-ups, were designed in this fashion.