Our approach began by trying to highlight one of the most unique attributes of the company’s products–their color. Typically, medical products are not known to be particularly colorful or eye catching, but Osseus created a system of products that feature beautiful neon and pastel shades. Beyond their beauty, the color actually aids the surgeon by making them visually easier to distinguish during the surgical process. In approaching the various pieces, we wanted to find a way to make those colors a major element of the design aesthetic.
Beginning with the website, Squires used black as a dominant color to allow the products, and their colors, to take center stage. The site experience was kept visually simple and uncluttered allowing the photography and renderings to pop forward. The homepage of the website introduces custom animations that reveal the company’s core values as you scroll through. Throughout the website, there are also image vignettes that transition from wireframe to final product rendering which is meant to kind of showcase the technical aspects of the products and speak to the process of realization they undergo. These details all work in tandem to create an engaging experience that encourages discovery. Developed on the bootstrap platform and WordPress content management system, Squires was able to rapidly develop a site that was both beautiful and worked seamlessly across every device type.
We carried that look into a series of digital product brochures which could be downloaded from the website and act as a technical overview of the products and their specifications. Each of the product lines, Black Diamond, White Pearl, Red Ruby and Blue Topaz were all treated with custom icons to help them feel more like a systematic family.
As part of the larger branding effort, Squires will also debut a series of printed pieces that will be used to introduce and promote the company to a select audience of the best spinal surgeons in the country.