The SPOT Endoscopic Marking System, a 2004 Catalyst Award Honorable Mention provides a method of marking cancerous lesions on the wall of a patient's stomach or colon during an endoscopic procedure. The mark provides a reference point for subsequent removal of the tissue. The inexpensive packaging solution turned the technology into a product, by creating a whimsical brand identity that uses color and simple iconography that make it appear less threatening, thereby reducing user anxiety. Within just three years SPOT represented 28 percent of the company's total revenues while also being the primary driver of a 61 percent cumulative increase in overall company revenues. The president of GI Supply, Frank Carter stated, "Sales on SPOT have far exceeded our expectations. It has been our most successful new product introduction ever. Thanks to BOLT, we have a strong, valuable brand and a unique market position that allows us to compete successfully against competitors or larger size and greater resources." Kamalini Ramdas, associate professor, Darden Graduate School of Business, University of Virginia stated, "I liked the steady increase in sales and their ability to raise the price from $185 to $195 because of the high demand." The SPOT Endoscopic Marking system was a 2001 Gold IDEA winner in the Packaging & Graphics category.
Monty Montague, BOLT