Creating an iconic design language for a diverse product range

Sensile Medical

Challenge
Provide a unified look and feel across Sensile Medical’s range of injectors.

Approach
After gaining an understanding of Sensile’s core brand values, the key attributes of their technology and aspirations for the project, we established a design language which was applied across the product range including devices, packaging and product literature.

Outcome
A unified family of products created from a coherent design language. Different product variants are clearly identified as a single family with key attributes of the Sensile technology – the flexible modular approach and low-cost disposable element.

Sensile Medical came to us with a range of injection devices including wearable and bolus injectors and a drug reconstitution device. Whilst each variant was based on the same core technology the devices differed in form factor, construction and aesthetics. Sensile needed Team to help make this collection of products feel like a single unified family.

Each product comprises a number of different modular options for display technology, primary packaging and wearability, with some being fully sterilisable and disposable

They sought to establish a design language which could be applied to the product range, the packaging and product literature so that anybody catching a glimpse of their products would instantly recognise them as belonging to the Sensile ‘family’.

Sensile also wanted to take the opportunity to clearly communicate the key benefits of their platform technology and modular approach, which meets the needs of a wide variant of applications with only minimal customisation.

Sensile take pride in the flexibility of their platform approach offering a complete solution to bridge the gap between drug and patient irrespective of the primary pack used. Each product comprises a number of different modular options for display technology, primary packaging and wearability, with some being fully sterilisable and disposable. To provide full flexibility to potential licensees it was also important that the devices could be easily customised to reflect the particular branding requirements of individual clients.

Like many of the projects we work on – crucially we were not able to influence the internal layout of components and had to build our designs around the existing technical package and user interface.

 
Our approach

We met with Sensile to try and better understand the user, technical, commercial and regulatory challenges, and to tease out elements of their core brand values that could inform the design language.

A series of aspirational ‘design drivers’ were created, which succinctly described the top level goals for the project in a visually arresting way that could be shared with Sensile. These included “scalable customisation” and “low-cost disposable”. These formed the basis of subsequent brainstorming sessions.

ponyo-device-family-model-workshop

“It was difficult to balance some of the conflicting requirements of the brief; for example, how could we create a design language that was recognisably Sensile whilst permitting different degrees of customisation for their clients.”

Alex Driver, Senior Consultant

We explored a number of different approaches to the look and feel through the creation of block models, sketches and 3D renders, from which a single direction was selected.

The chosen route was applied to each of the product variants and developed in 3D CAD whilst reviewing technical feasibility with Sensile.

Packaging and labelling concepts were created in parallel to the devices along with a design for a universal charging dock.

We made frequent use of foam and 3D printed models to verify our designs in 3-dimensions and tested numerous colour, material and finish options to obtain the desired result.

 
The outcome

The result was a distinctive design ‘DNA’ which reflects Sensile’s core brand values and communicates the key attributes of their technology. It can be applied across all current and future product offerings. The design allows a licensee to tune the look of their device to meet their unique brand requirements with the introduction of a customisable front panel which can be switched out during manufacturing.

ponyo-device-family-design

This design uses a combination of materials and surface finishes to communicate the difference in the value of the disposable and retained elements of the system – reinforcing confidence with end users. To showcase the new design language, multiple sets of high-quality appearance models and packaging samples were produced for Sensile to demonstrate to potential customers.

The product solutions themselves balance usability and comfort with the complicated technical and commercial requirements of a highly modular system which provides customisation opportunities and contains both disposable and retainable elements.

 
From our client

“Together with Team we were able to create a device family incorporating the Sensile Medical brand and core values outlining the modularity and flexibility of both disposable and reusable parts in a short amount of time. Team fully incorporated what matters to Sensile and thanks to their long-term expertise provided valuable ideas and solutions. We are very pleased with the result and we would not hesitate to engage with Team again in future projects.”

Sandra de Haan, CBO
Sensile Medical