Role
Freelance Creative Director
Timeframe
2023 — 2024
Discipline
Rebrand · Identity · Website · Campaign
The Challenge
Advanced Scanners had breakthrough technology but a name and identity that anchored it to hardware, not the future it was building. To lead a new category — surgical spatial computing — the company needed positioning and a brand system that signaled precision, vision, and inevitability to surgeons, hospital systems, and investors alike.
The Approach
I led category positioning first, then built the identity from it: a new name, VISIE, a precise wordmark, a disciplined visual language of light, depth, and spatial mapping, and a launch campaign that carried the story from website to sales deck to social. Every asset was engineered to feel clinical yet human — clear enough for a CMO, credible enough for a chief of surgery.
From Advanced Scanners to VISIE
The rebrand hinged on a single strategic move — reframing hardware as a new category of surgical spatial computing. The name, wordmark, and system all follow from that positioning.
Drag to compare — rebrand
After
BeforeA brand built from the guide up
The brand guide codified the system — wordmark, color, type, and the spatial visual language — so every asset that followed felt inevitable.
Brand guide — scroll to explore
A spatial visual language
Light, depth, and mapped surfaces became the connective tissue across every touchpoint — a language that reads as precise on a spec sheet and cinematic on a billboard.
Product demo video
ScrollLaunch across every surface
The rollout carried one story from homepage to investor deck to LinkedIn — timed to the raise and built to scale with the company.
Social media — scroll to explore
Results
- 01Cohesive brand system delivered ahead of an oversubscribed $8.2M Series A
- 022,000+ LinkedIn follower growth through the launch window
- 03Unified identity across website, campaign, sales, and investor materials
Next project
Auris Health — Monarch platform launch