Preview fo a slide summarizing the core customers.
Slide showcasing a high level summary of the customer journey and how each personas maps to the process.
An example of a prototype-persona to be used for general categories of different detailed personas.

Creating a Brand Strategy

for Medical Devices.

As one of the largest and most impactful brands offering medical and biotech solutions on a global scale focusing on the customer journey became a top organizational priority.  However, there was no common framework for communicating this concept, nor a clear model for this translated into literal content strategy.

Working together through a series of workshops in order to create a dynamic model for telling the patient care journey story. This model has been used both literally to inform on-page narratives, and aspirationally guiding tone, voice, and visual storytelling.

Building the Foundation for a

Medical Design System.

To foster the application of the brand in the digital space, we provided the framework by which to help continue its growth. Evolving from our UI exploration, we developed a robust set of guidelines. It provides a complete strategy for building new applications, their components, and individual elements to enable iterative software development.

An opening overview of the purpose of the design system.
Breakdown of the different sections of the design system.
Button styles, sizes, and hover states.
General type scale and font styles and weights.
Form field checkbooks and radio buttons.
Input field style guide with different interaction states.
Overall navigation menu header and footer styles for desktop and mobile.
Simple navigation menus dropdown.
Showcasing menu styles for form field inputs.
Interactive list components that can be used for navigation.
Interactive tab component styles.
Basic window of module card styles.
Basic table grid spreadsheet style.

Applying guidelines

across different platforms.

As a large medical device company, they worked to evolve and update their brand the manner that it translated into the digital space was largely undefined.  This created a problem due to the fact that multiple acquisitions created vastly different experiences. To gather an understanding of the application diversity, an audit was completed evaluating 18 core products. This analysis clarified opportunities for growth and evolution in their product design standards.

Supporting Adoption

for Design Standards.

To ensure that the digital brand system could be effectively adopted by internal stakeholders, product teams, and external vendors alike, we set out to document our strategic rationale and to create a single digital brand style guide and repository for extension into future initiatives.

This digital system is intended to be iterative and adaptable to changing needs as time presses on.

Example slide of an icon design grid.
Simplified product imagery for medical devices for easy recognition.
Guides and resources for how to design iconography.
Index page for design standards for different brand imagery, how to create, use, and evolve.