Healing the Devices that Heal
The client is a new medical technology company focused on cybersecurity for medical IoT devices. They wanted a brand, website, and video package that was as grand as their vision, and not necessarily their portfolio.
They gave us full-creative control as long as the brand was relevant to the IoMT market and affordable to activate and operate. Additionally, the stakeholders were international and very open-minded.
We aimed for overwhelming in every brainstorm, but minimal in all execution.
We wanted to tell an optimistic brand story in the MedTech space, trying to craft a visual identity as noble as their mission - to heal devices that heal. But we also were eager to splurge on all the design trends du jour, no matter how cliche they might have seemed.
The result is a brand that is blissful - built around ideas of connections, holistic digital hygiene, and digital revitalization for healthcare organizations.
The result is a brand that feels fluid in any medium, no matter if it's animated or static. The result is a recognizable and ownable visual identity, perfect to help the client stand out at tradeshows or above the noisy competitive landscape of cybersecurity.
Overwhelming in every brainstorm. Minimal in all execution.
Connecting to a Healthier Brand Experience
The brand key art is born from the logo graphic element, the "array".
The array is made up of three "beams" and four "dots", conceptualizing connected and standalone IoMT and IoT devices.
The array is harmonious and optimistic, with the beams and dots woven together with a rounded and soft geometric aesthetic. Even the terminology hints at ideas of hopeful, healing technology.
Oftentimes, tech start-up egos can be tough to steer.
This time, we headed into the rebrand unafraid of flavor.
Flavor? It means flamboyant color palettes, sophisticated B2C attitudes, neo-skeuomorphic digital experience and UI, gradient forward visual identities, and branded geometric patterns and graphics rather than underwhelming stock imagery.
It means trying out all of the design trends that would actually allow a brand to be unique to its own story, without having those trends die by a thousand edits through the approval process.
Cutting Room Floor
