Month 1 Deliverable
Brand Direction
Visual identity for the U.S. market launch
Current State
World-class technology. 2018 website.
The Shift
Modern robotics.
Not medical device catalog.
Think Figure AI, Tesla Optimus, Boston Dynamics
Design Principles
- Open > Closed - white space, transparency, light
- Alive > Static - motion, video, animation
- Choice > Lock-in - ecosystem visualization, growing network
- Simple > Complex - one idea per section, clear hierarchy
- Modern > Medical - 2026 AI-era robotics, not 2010 CT scanner
- Evidence > Claims - lead with published data, not marketing promises
Color Direction
Current
The Problem
Too much black
Generic medical blue
Forgettable, dated
Recommended
The Direction
White base - clean, open
Electric Blue #0066FF - Primary
Innovation, platform, technology
Emerald #00B368 - Secondary
Growth, ecosystem, partnership
Heritage Gold #C4944F - Tertiary
Trust, credibility, clinical evidence
Charcoal text #1A1A1A
Typography
- Headings - Bold geometric sans (Archivo Black) - confident, modern, high-impact
- Body - Clean and readable (Inter) - optimized for screens, great at all sizes
- Accent - Monospace for specs (JetBrains Mono) - technical credibility, engineered feel
Reference Direction
Figure AI
figure.ai
Clean, white, robot in motion. Futuristic without being sci-fi. Generous whitespace.
Tesla Optimus
tesla.com/optimus
High-contrast photography. Bold typography. Product as hero, nothing else.
Stripe
stripe.com
Ecosystem visualization. Animated illustrations. Makes complex feel simple.
Homepage Vision
- Full-screen hero video - robot arm in motion, 4K loop, hypnotic
- "The Only Open Spine Robotics Platform" - the headline, above everything
- Three audience paths below fold - Hospitals, Surgeons, ASCs
- Animated ecosystem visualization - Op.n at center, partners as nodes
- FDA clearance badge above fold - trust signal, immediately visible
Ecosystem Visualization
20+ Implant Partners.
Growing Every Month.
Animated network graph. Op.n at center. Partners as nodes. Feels like an app marketplace, not a static list.
Video Strategy
- 4K hero loop - robot arm, 2-3 seconds, hypnotic precision
- Brand video - 2-3 min, leadership + surgeon + product in action
- Short-form cuts - 30-60 sec for LinkedIn and social
- Product demo walkthrough - full system capabilities for evaluation stage
"No stock photos of doctors smiling at cameras."
No corporate medical. No dense spec sheets. No 2018 medtech.
The open platform deserves an open design language.
Alignment review with U.S. + Grenoble before execution begins.