Creo Medical is a medical device company focused on surgical endoscopy, a recent development in minimally invasive surgery. The company’s mission is to improve patient outcomes by applying microwave and radio wave energy to surgical endoscopy.
Deliverables
Brand Identity
Product Design
Sector
Medical
Technology
Year
2020
Brand Audit
Creo Medical wanted to consolidate their brand elements into a cohesive identity. A full brand audit was required to begin the process of introducing a new suite of products to their line-up, namely a revolutionary electrosurgical unit generator, CROMA™.
Building the Brand
After getting all of the elements of the brand cohesive and coherent, the next challenge was to develop a mark for the CROMA generator that was easily tied to the parent company’s brand. After several name changes, the name CROMA was settled on and the mark was born. The triangle motif was carried over to this mark, but was repurposed for the ‘M’ within the brand, giving it continuity with the Creo Medical flagship.
Building the System
With Creo Medical’s ever-expanding suite of devices in mind, I was tasked with creating a system to differentiate each one, present & future. Seemingly insurmountable, I realized a simple set of rules could turn a few brand elements into a near infinite set of symbols. These unique symbols would represent each product family.
Designing a strong brand for a sensitive topic.