noVRel, a medical device startup, aims to revolutionize the operating room by consolidating existing equipment into a single, cutting-edge AR device. Facing a market dominated by established corporations, noVRel needed to build trust with surgeons, purchasing departments, and investors by effectively communicating the unique value of their technology.

In a market dominated by large corporations, our goal was to help noVRel differentiate and establish credibility with surgeons and purchasing decision-makers. This required narrowly defining early adopters and shifting the focus from technology features to tangible customer benefits. We discovered that noVRel's dedication to surgeon autonomy was a powerful differentiator in an industry often characterized by proprietary equipment and limited flexibility. Peeling back the team’s emphasis on technical achievements, we identified an opportunity to capture the empowering experience of being in command. This helped us tap into new emotional benefits, such as increased confidence, enhanced patient care, and the feeling of being at the forefront of surgical innovation.

The visual identity needed to balance clinical credibility with revolutionary spirit. Inspired by the principles of autonomy and customization, we started looking to noVRel's technology itself. The immersive experience of using their equipment, akin to a pilot's cockpit, combined with the idea of complete customizability, gave us some visual threads to pull. The resulting identity relied on elements like:

Grid patterns, signaling technical precision and modularity.

Prismatic gradients, communicating flexibility and extensibility.

Expanded and monospace type, balancing simplicity and a futuristic feel.

A symbolic icon that placed critical brand qualities like confidence, focus, and 
control in focus.