Since 2019, I have acted as a lead creative partner for Nanosonics, an Australian company which effectively invented the Automated High-Level Disinfection (HLD) category for ultrasound probes. Over half a decade I’ve produced a massive volume of work to help them evolve their global brand from a rigid, clinical tone to a more assertive and vibrant identity.
Good Chemistry.
The Spots
are the Difference.
After decades of dominance, we started to see a surge of "shadow" competitors. New technologies using UVC light were entering hospitals, promising speed but hiding a critical flaw: where there’s light, there’s shadow. The perfect blind spot for infection to hide. Working within lean production constraints typical of the sector, I suggested a minimalist, high-impact approach. We decided to attack head-on by weaponizing the brand’s key point of difference (chemistry) represented by the its most recognizable asset: the "spots" of their logo.
Social Spots
& Print Placements.
To extend the campaign, I personally animated these 15-second narratives to prove to Nanosonics 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" device it allowed us to 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.
Never Miss Again.
HTC is great at innovating. Not just with it's handsets but also with peripherals. There were a number of items you could attach to the One M8 but probably the most interesting was this one. The Dot View Case. It protected the phone yet allowed you to see through to, check notifications, see the time and even answer calls without opening the cover. We worked on developing themed designs. Here are some that were finally chosen.