Oxford Heartbeat · brand identity and product design
Oxford Heartbeat has built a revolutionary medical device software that supports the planning of neurovascular surgeries involving stent devices. By predicting the behaviour of a particular stent in an individual patient’s anatomy with a precision rate of 96.75%, they ensure surgeons select the optimal device for their patient. Their technology can help surgeons save thousands of lives a year.
The Oxford Heartbeat team believes that we should live in a world where advanced technologies make successful surgical outcomes the norm. We were inspired by their extraordinary talent and conviction to build world-class innovations in the healthcare sector. The process started with a deep dive into understanding how their product works and how it's currently been used by medical professionals. Going through a number of tests and iterations, our task was to optimise the user experience and shorten the learning curve for new users.
Strength. Innovation. Life. Growth. We started our brand exploration journey with these keywords in mind. The logo symbolises the complexity and precision of their technology and it's also an abstract illustration of the hundreds of blood vessels their software reconstructs automatically. We built a brand personality that is calm, reassuring, trustworthy, positive, and inspirational.
Although the brand identity is striking and memorable, we kept the UI of the product clean and minimalistic, ensuring nothing distracts the user from the main user flows
Putting people at the heart of healthcare is an integral aspect of Oxford Heartbeat's approach to supporting clinical decision-making. The art direction celebrates the mission to build a world where every patient and doctor is supported by the most advanced technologies, and successful outcomes from medical procedures becomes the norm.
