Medical: Commercializing New Technology
Our design helps Vessix communicate the value of a complex technology in simple visual terms, enabling a sale to Boston Scientific for $425 million within 18 months of product development.
Vessix has a revolutionary system capable of treating high blood pressure with a simple 30-second procedure. Karten Design was tasked with creating a strong visual identity for the renal denervation system that created excitement for investors and the medical community as Vessix sought funding to test and commercialize its system.
Because the product needed build excitement around a new treatment, we approached designing this medical device the same way we would approach a consumer product—with a focus on high-quality materials and finish, and an evocative, emotional form. Details such as texture and contrast draw people deeper into the product, encouraging closer examination. A brilliant, full-color graphic user interface reinforces the simplicity of the 30-second procedure, guiding users through the renal denervation process in just 6 screens.
Simplicity is at the heart of the system’s design. Before designers put pencil to paper, our first step was to understand workflow in the cardiac catheterization lab to inform a design that would fit with doctors’ established ceremonies. Our research informed decisions to implement the system as a flexible, cart-mounted device with a single-button operation.
Our design effort has positioned Vessix as a medical technology innovator and helped the company raise $23 million in venture capital to fund clinical trials for its system. Vessix was sold to Boston Scientific in November 2012 for up to $425 million.