AxiPoint Medical Devices
AxiPoint Medical Devices is a new business that manufactures high-quality, stainless steel acupuncture needles. They are the first company to produce their needles in America and are aiming to disrupt the holistic healthcare industry.
To hit the ground running with the best possible first impression, AxiPoint needed a brand that clearly communicated their position as a high-quality product that exceeded all others. As the Art Director on this project, I discussed with them how they saw their business, what they wanted the world to know about them, and inspired them with ideas for how they can stand out in a homogenous industry. After settling on the visual direction, I created an upscale, premium feeling logo and color palette to set their business up for success.
The Creative Direction for AxiPoint was focused on the where their needles would be seen most often - high-end med spas - and who would be looking at them: both acupuncture practitioners who only work with the best needles, as well as acupuncture patients who expect a premium service with premium products. There isn’t a lot of competition in the acupuncture needle space, so AxiPoint’s goal was to disrupt the industry with the first American-made needle - and sought a visual identity that could live up to that lofty goal.
Packaging was a point of interest for the AxiPoint team - being able to see the use of the logo and brand identity in action. By taking the extra time to present my logo concepts in action, they selected one of the concepts with zero revisions.
