Client Background
Inari Medical is a medical device company specializing in the development of innovative catheter-based technologies for the treatment of venous thromboembolism (VTE), including deep vein thrombosis and pulmonary embolism. Their minimally invasive solutions serve healthcare providers and, ultimately, patients suffering from these life-threatening conditions. As pioneers in their field, Inari’s devices are designed to remove blood clots without the need for thrombolytic drugs, reducing complications and improving patient outcomes.
The Purpose of Brand Guidelines
Brand guidelines serve as the foundational document that defines and standardizes how a company presents itself across all touchpoints. They ensure consistency in visual identity, messaging, and overall brand experience, regardless of platform or audience. Comprehensive guidelines help maintain brand integrity, facilitate efficient content creation, and build recognition and trust among stakeholders. For medical companies like Inari, these guidelines carry additional importance as they must balance technical accuracy with accessibility while maintaining medical authority.
Project Challenge
Inari Medical required brand guidelines that would differentiate them in the medical device sector while communicating their innovative approach to VTE treatment. The primary challenge was creating a system for 3D medical imagery that could educate healthcare professionals on complex procedures while maintaining brand consistency across video, print, and web platforms. These visuals needed to be scientifically accurate yet visually distinctive.
Our Approach
We began by conducting stakeholder interviews with Inari’s medical experts, marketing team, and sales representatives to understand both clinical requirements and market positioning. This research phase revealed the need for a visual language that could clearly demonstrate the mechanical extraction methods of their devices while maintaining a cohesive brand identity.
The development process focused on creating:
- A standardized approach to 3D anatomical rendering with defined perspectives, lighting parameters, and texture specifications
- Color-coding systems to differentiate device components and anatomical structures
- Animation principles for demonstrating device deployment and clot extraction
- Adaptable resolution standards for different media outputs
Implementation and Results
The finalized brand guidelines provided Inari with a comprehensive toolkit for producing consistent 3D medical imagery. We established rendering parameters that ensured anatomical accuracy while incorporating subtle brand elements through lighting, perspective, and color treatment.
The guidelines streamlined Inari’s content production process, reducing development time for new marketing materials by approximately 40%. Healthcare providers reported improved comprehension of Inari’s device mechanisms through the standardized visualization approach. Additionally, the consistent visual language strengthened brand recognition across medical conferences, digital platforms, and print collateral.
Impact
Since implementing these guidelines, Inari has reported more efficient collaboration with external partners, reduced production costs, and stronger brand differentiation in the market. The systematic approach to 3D medical imagery has become a signature element of their communications, helping them effectively demonstrate their innovative technologies to healthcare providers while maintaining a cohesive brand identity across all touchpoints.
