I developed the Orthoscan rebrand from concept to execution, creating a comprehensive brand system that defines both the visual identity and tone of voice. The style guide outlines standards for typography, color palette, logo usage, product photography, copywriting, and marketing materials. Designed for internal teams and external partners alike, the document ensures consistency, clarity, and long-term brand integrity across all communications. Additionally, I designed product logos and company iconography.
In preparation for the launch of a new line of mini C-arms, I storyboarded promotional and sales training content, directed product photography, and managed post-production of the final image assets.
I developed a full suite of product brochures (AND POSITIONING GUIDES) for Orthoscan as part of the company’s rebrand, leading branding, logo design, copywriting, product taglines, and image editing. I maintained both domestic and international versions as product updates were released, ensuring consistency across markets. The black-forward design system distinguished Orthoscan from competitors and received strong feedback from sales teams for improving first impressions and supporting conversations with hospital purchasing managers.
Service sign designed to be left on the service mini c-arm at clinics and hospitals. Maintenance and service packages are an important part of the company's sales tactics to keep clients happy and also create an additional income stream for extending the life of the equipment.
Comprehensive sales manual created for team training and field reference. Used by domestic and international teams.
To ensure technical accuracy, I studied the operation of the imaging systems in depth, translating complex information into clear visuals and guidance for proper extremity imaging and patient positioning.
Below is a collection of promotional and educational flyers i developed. Prior to the rebrand, the materials lacked visual hierarchy and clarity. The redesigned pieces introduce a cleaner layout and structured information system that allows viewers to easily compare product specifications and make more informed purchasing decisions.
Before and after samples of employee business cards.
I scripted and storyboarded promotional videos and collaborated in the production and direction of the final pieces. The commercials highlight the portability of OrthoScan’s Mobile DI and the new mini C-arm product line, TAU, demonstrating how these systems support real-time diagnostic imaging across clinical settings.
I served as creative director for the launch, designing the product logos and marketing collateral while also leading the copywriting and development of campaign taglines.
