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.
←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.
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.
The vast icon language is fundamental to the workflows system, since it signifies the steps and organises the corresponding devices. This uniform language, which expresses both actions and physical devices, streamlines a system that can be translated across all use cases.
←The icons are designed using a grid formation to ensure consistency and visual balance for each application…
…and are animated to convey how the setups are an integral part of one workflow.↓
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.
The workflows concept is now implemented in multiple disciplines and media, including:
project: ZEISS WORKFLOWS client: ZEISS Meditec AG
creative direction: Lois Kainhuberart direction: Julia Parchimoviczgraphic design: Julia Parchimovicz, Szymon sawickiicon design: workshop 91icon animation: Szymon sawicki3D Design Key visuals: Nino Matthey, hannes Denk, Jan Weber, david bernau, jonathan margiesMotion design: Nino matthey, Szymon sawicki, david Bernau, Hannes DenkSpatial Design: Tim StolzenburgShowroom development: Apilia, MarKus Lerner