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 engineers from Lem, we worked intensively on the optimal shape of the Lem robot. Due to the many medical technology regulations and requirements, a very precise approach was extremely important! In various meetings and workshops, we defined the exact requirements and must-haves of the product. After several prototypes and rounds of changes, the design was ready! We then created various video clips of the product to show the movements of the individual robot arms and the camera arm more clearly.

Branding

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.