LEM Surgical – say hello to the future

The medtech start-up LEM Surgical develops and produces high-end medical robot solutions for demanding back surgery.

Over the past few months, we have been able to accompany the LEM Surgical team on their intensive development journey in the product design of an innovative surgical robot and a comprehensive brand refresh.

Product design

Together with the LEM Surgical development team, we have been working on the design of this innovative surgical robot in an iterative process over the last few months. Due to the many regulatory requirements, the process-oriented approach was extremely important. In many joint workshops, we defined the different requirements for man and machine.


Using a detailed analysis, we examined the brand perception of the largest competitors. Based on this analysis and interviews with various stakeholder groups, we defined the most relevant personas for LEM Surgical. The new logo as well as the entire corporate design impresses with its simplicity and a sustainable and memorable overall appearance. The color palette was matched to the individual application areas. In addition, a new visual world and typography were defined.

Digital Design

The VETICA Digital Design team developed and programmed the new website from scratch. From the initial navigation structure to the finished website – everything from a single source. Additional video animations for social media/PR and marketing activities were created during this intensive collaboration. The result underlines the aspirations and ambitious goals of this new company.