When the client first came to us they were called Advanced Scanners, they wanted to modernise and reinvigorate the brand to better reflect their innovative technology. Before touching any design work I went deep into the tech itself, their Optical Tracking Technology, which uses the visible light spectrum to track anatomy during surgery. Once I actually understood it properly, I brought it back to the rest of the team and broke it down into simpler terms, so everyone could focus on the creative instead of getting bogged down trying to understand the science themselves.
Understanding what separated it from the competition, that it used visible light rather than X-Ray or CT scanning like most of the other players in the space, was a big part of what shaped the naming process. There were a lot of options on the table, but the one that stuck was the one that spoke to both the technology and a vision for where the product was heading. That's where Visie came from.
The product also works by tracking millions of points on the body to work out where tissues and bones actually are, so I built the whole motion style around that idea, using a dot grid pattern running through everything. The logo reveal played on it too, the brand appearing from behind the lens and out of the tracking points themselves, built around the line "Make the Unseen, Seen".
At that point the product was still very much a prototype, so a big part of the job was helping the brand feel real before it technically was. Because I'd spent so much time understanding the tech, I was able to help guide our 3D team through creating polished product renders for advertising and investment materials, work that needed to look finished and credible even though what it was showing didn't fully exist yet.