Marketing for a medical devics has specific constraints:
Highly technical product
Surgeons need to understand specific benefits, not just marketing claims
Risk-averse audience
Medical professionals require evidence-based information and credible education
Multi-platform consistency
Needed to work across multiple digital touch points
Credibility over flash
Had to feel premium and trustworthy, not gimmicky
The campaign needed to balance educational depth with engaging execution — showing how ECHELON+ empowers surgeons to navigate diverse tissue textures and thicknesses with confidence.
My Role
As Art Director, I led the creative execution within the established campaign vision:
01
Directed visual execution across all digital platforms
02
Designed and prototyped digital content and experiences in Figma
03
Directed motion design and animated content for digital platforms
04
Collaborated with copywriters, UX, medical strategy, and regulatory teams to ensure compliant, accurate messaging
05
Oversaw production across web, social, and digital ads
06
Managed quality and consistency across all touch points
I worked under the Creative Director to execute the campaign vision across digital platforms, focusing on making technical medical content visually engaging while maintaining credibility.
What I Built
Highly technical product
Directed the creation of a cohesive visual system that worked across all touchpoints. Ensured consistent messaging and brand presence while adapting execution to each platform's constraints.
Educational Digital Content
Designed content that balanced technical accuracy with visual engagement. Created layouts and motion that helped surgeons understand product benefits without oversimplifying the medical reality.
Motion Design Language
Established motion and animation patterns that felt premium and trustworthy — appropriate for medical professionals while still being visually appealing.
Focused Conversion
Created digital assets that could flex based off of how surgeons engaged with targeted marketing. This allowed for streamlined engagement.
Approach
Execution within creative direction
Worked within the established campaign vision to execute across digital platforms, focusing on maintaining consistency while adapting to each channel's needs.
Platform-specific optimization
Rather than forcing one design across all platforms, adapted the visual system to work optimally in each context — web, social, and DCO.
Collaborative compliance
Worked closely with copywriters, regulatory, and medical strategy teams throughout to ensure all content was both engaging and compliant with medical device marketing requirements.
Outcomes
Cohesive multi-platform presence
Consistent visual language and messaging across all digital touchpoints, from initial awareness through sales conversations.
Credible education
Content that surgeons actually engaged with, balancing technical accuracy with visual clarity.
Compliant execution
Campaign that met all regulatory requirements while still being visually compelling and strategically effective.