Building a unified brand system for a growing medical technology portfolio
Our Work / Axora Medical
Axora Medical: From Minerva Surgical to a unified medical technology brand
From Minerva Surgical to Axora Medical: creating a confident, cohesive identity designed to work across products, communications and environments.
Axora Medical is a medical technology company developing innovative, minimally invasive solutions across diagnosis and treatment.
Our collaboration evolved from supporting Minerva Surgical’s visual communications to establishing and rolling out the Axora Medical brand across corporate, product, digital and physical touchpoints.
Scope: Brand strategy, visual identity, brand guidelines, digital and print applications, presentation design.
Challenges
The Minerva Surgical identity had grown across multiple products, campaigns and applications, resulting in a fragmented visual language. With the transition to Axora Medical, the challenge extended beyond introducing a new logo. The brand needed a unified system that could strengthen the corporate identity while preserving recognition across its established product portfolio. The new identity also needed to be flexible and scalable, creating a foundation that could evolve alongside the business.
Approach
We developed a more focused visual language built around clarity, consistency and clinical confidence. The new Axora identity uses a strong blue master brand supported by a controlled palette, with brighter colors used selectively for emphasis and product differentiation. Alongside the visual identity, we developed comprehensive brand guidelines defining how the logo, typography, corporate and secondary colors, and individual product palettes work together across communications. The result was a practical system that could scale from digital assets and stationery to campaigns, product materials, presentations and large exhibition environments.
Key Additions
The rebrand extended beyond the core identity into a practical brand toolkit designed for everyday use across the organization. We created and adapted a wide range of branded assets, including:
This ensured that Axora Medical could launch not simply with a new logo, but with a complete visual ecosystem ready to work across channels.
Design Highlights
A Stronger Master Brand
The Axora identity establishes a clear visual anchor through a confident blue logo and a more focused, consistent corporate presence.
One System, Multiple Products
Individual product colors and identities remain recognizable, while a consistent Axora framework clearly connects them to the master brand.
A Structured Color System
Dark blue leads the identity, supported by navy, indigo and neutral tones. Brighter colors are reserved for accents and product-specific communication.
Built for Consistency
The brand guidelines define logo, typography, color and application rules, allowing the identity to remain consistent across digital, print and physical environments.
The result is a unified, scalable identity that brings Axora Medical and its product portfolio together under one clear brand system.
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