Aesculap

Aesculap needed a campaign to introduce and clearly communicate the value of their Aicon RTLS Smart Container, a real-time tracking system for surgical containers.

The challenge was:

• The product is highly technical

• The audience is busy, multi-role hospital teams (SPD, OR, leadership)

• The value wasn’t immediately clear without explanation

The goal was to simplify the story and make the impact instantly understandable.

We developed the campaign concept:

“Knowledge at Every Step”

• “Step” represents both the physical movement of containers and each step in the workflow

• Focused on turning data → clarity → better decisions

• Positioned the product as delivering real-time visibility and control

The strategy was to make the benefit feel:

• Immediate

• Practical

• Operationally impactful

The visual system was built to explain, not just decorate.

• Used concentric rings and pathways to show movement and tracking

• Integrated OR environments for real-world context

• Introduced navigation-style iconography to reinforce tracking and location

As noted in the concept rationale, the design merges:

• Storytelling structure

• With clear, functional visuals that signal real-time tracking

The sense of movement and flow was key across all assets, especially the video.

The campaign was developed across multiple touch points:

• Brochure: High-level overview + key benefits

• Leave-behind folder: Sales support tool for conversations

• Explainer video: Visual storytelling of how the system works

Each piece worked together to:

• Simplify the product

• Reinforce key benefits

• Support the sales process

• Created a clear, cohesive campaign that made a complex product easy to understand

• Helped position Aesculap as more innovative and tech-forward

• Gave sales teams tools to communicate value quickly and effectively

Creative Direction · Visual Design · Cross-Functional Collaboration