Role
Brand strategy, naming, visual identity, campaign & web
Timeframe
2021-2023
Discipline
Naming · Identity · Messaging · Campaign · Website
The Challenge
Virtual Incision was preparing to introduce the world's first miniaturized robotic-assisted surgery (miniRAS) system — a two-pound surgical robot that makes any operating room robot-ready in minutes. A first-of-its-kind device needed a first-of-its-kind product brand: distinct from the corporate Virtual Incision identity, but unmistakably related.
The Approach
Naming came first and set the strategy: a human name, then an identity, messaging system, campaign, and product site that all introduce MIRA rather than spec it out.
MIRA
MIRA — Miniaturized In vivo Robotic Assistant. An acronym that reads as a name, not a model number. Giving the robot a human name set the strategy for everything that followed: you don't get introduced to a device — you meet MIRA.
The logo — scroll to explore
A custom wordmark with an incision sliced clean through the M — a nod to the incision itself and to the precision of the platform, paired with a “by Virtual Incision” endorsement lockup.
The color palette
Near-black OR dark
#0B0F14
Deep blue-gray
#16283A
MIRA dark blue
#1D71B8
MIRA cyan
#29ABE2
Surgical white
#F7F9FA
MIRA lives in the OR-dark: near-black and deep blue-gray grounds with electric cyan accents — deliberately darker and richer than the lighter Virtual Incision corporate palette, so MIRA content reads as MIRA at a glance.
The messaging
Meet MIRA. It brings a whole lot to the table.
Meet RAS without the rigamarole.
Miniature is huge.
Humanize the robot — and have a little fun with the table it stands on. All of it under the corporate promise: Making every operating room robot-ready.
The website — scroll to explore
A dark, cinematic product site that introduces MIRA and makes the case for miniaturized RAS.
In the wild
The brand on the road: demo units, booth experiences, and an “I met MIRA” photo moment that made a two-pound robot the most photographed thing at the show.
Epilogue
In February 2024, the FDA granted MIRA De Novo authorization as the first miniaturized robotic-assisted surgery device — a new category, carried from stealth to first-in-category by a brand built to meet people.
Results
- 01A product brand distinct from — and endorsed by — the Virtual Incision corporate identity
- 02In February 2024 the FDA granted MIRA De Novo authorization as the first miniaturized RAS device
Next project
Bally Sports — Bally Sports+ streaming relaunch