Since 2019, I’ve acted as lead creative partner for Nanosonics, an Australian company that is renowned for inventing the Automated High-Level Disinfection category for ultrasound probes. Using sonically activated hydrogen peroxide, Nanosonics’ trophon device is the global standard for eliminating pathogens on probes. For half a decade I have guided them and created the work to help evolve their brand from a rigid, clinical tone to a more assertive and vibrant identity.
Good Chemistry.
The Spots
are the Difference.
After decades of dominance, Nanosonics started to see a surge of competitors. New tech using UVC light was entering the hospitals, promising speed but hiding a critical flaw. Design seams and microscopic cracks, create shaded areas on probes. The perfect blind spot for infection to hide. Working within lean production constraints typical of the sector, I suggested a minimalist, graphic approach. Weaponise the brand’s key point of difference (chemistry) represented by its most iconic asset, the "spots" of their logo.
Print & Social Spots.
To extend the campaign, I personally animated these 15-second narratives to prove to my client that high-frequency social and digital assets don’t have to be expensive to cut through the clinical noise of professional medical feeds. By leaning into the simplicity of the "Spot" motif, it let us deliver complex competitive arguments through short, punchy narratives. Ensuring the brand cut through to clinicians and auditors by doing something totally different for the category.
For the campaign evolution, Never Miss 2.0, Nanosonics wanted to bring a human element into the "spotty" 2D world we had created. The challenge was to integrate clinicians into the graphic environment without losing the campaign's signature "cut-through." My suggestion was simple. Add the iconic mist animation from the trophon logo to the finger that clinicians use to press start on the reprocessing cycle. Quite literally, putting the power of trophon in their hands. Again, with tight budget constraints, we still created something intrinsically powerful for the brand and totally unique for the category.
Never Miss Again.
