ZEISS Tumor Workflow

Presenting an innovative visual toolkit for patient care which uses a versatile design language to present an entire workflow from evaluation to treatment.

Storytelling

This iteration's new look builds on our previous ZEISS Workflows multi-media framework. It employs a striking visual motif that appears across different formats.

To signify the workflow steps, as well as the physical devices (and their actions) used, we developed motion mechanics consisting of an animated icon language, motion patterns and typography.

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Icon language

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Motion patterns

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Typography

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Motion mechanics

Applications

This uniform language streamlines a system that is translated across all use cases and applied to physical and digital media, including:

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Web Design

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Print

Product Film ↓

Spatial Implementation
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Music

Our original composition features glassy electronic textures to reflect the materials and emotive arpeggiators to support the film's storytelling.

Product Film

project: ZEISS TUMOR WORKFLOW 2.0 PRODUCT FILM
client: ZEISS Meditec AG

creative direction: Lois Kainhuber
LEAD MOTION ARTISTS: Chriss ott, jan weber
cgi artists: Nino Matthey, Jonathan margies, duncan mcdade
music & sfx: jan siebert, olivier fröhlich
Pre-visualization & architectural plans: Simon HEIDENREICH

ZEISS Workflows

Introducing a hybrid visual toolkit that sells
entire workflows, not just devices.

ZEISS Meditec's goal was to find imaginative ways to enhance their portfolio for patient care in physical and digital formats.

Our ZEISS workflows template can be applied to all mediums – including 3D, print, spatial, animated and 2D models.

The modular design elevates each workflow and highlights every step in its process, from evaluation to treatment, along with the matrix of corresponding surgical devices required for each procedure.

Concept

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A ‘workflow’ is an umbrella term for a set of consecutive clinical steps. We envision it as a folder that contains an index of all the steps required to carry out a medical process and aid the user’s experience.

In addition, each procedure’s corresponding devices – such as the Robotic Visualisation Systems required in neurosurgery, and ophthalmic microscopes used for retina, cataract, glaucoma and corneal surgeries among others – must be clearly mapped to each workflow.
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The bespoke icon language used throughout the individual steps form consistent signposts for each visitor. An individual workflow is assigned a name and corresponding bold key visual to form an overarching visual identity that is coherent and distinctive for all procedures.

Elements

ICONS

To signify the workflow steps, as well as the physical devices (and their actions) used, we developed motion mechanics consisting of an animated icon language, motion patterns and typography.

See = Digital magnification

…and are animated to convey how the setups are an integral part of one workflow.
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KEY VISUALS

The enveloping workflows concept relies on a potent visual motif to resonate through the entire process, yet target each purpose and application. In parallel, it must also distinguish the workflows from the individual steps.