We hired Sarita to do our branding for our product, EpiZact, and design our booth for our first conference. We wanted a very clean design, but also wanted to highlight our product. In the end, Sarita meticulously edited a photo of our product so it could be used as the centerpiece of our display. Sarita was great to work with as we were able to develop a cohesive look for our booth and marketing materials. We are very happy with our end product!
Mike Dolphin
CEO, GuideStar Medical Devices
Building a Brand for EpiZact: Supporting Its Journey from FDA Clearance to Adoption
Overview
For GuideStar Medical Devices' EpiZact launch, I created a comprehensive brand identity system, including convention booth graphics and print materials. The work spanned from initial concept through FDA clearance, positioning EpiZact for successful market entry and sustained growth. This project showcases how strategic design can help medical innovations gain trust and adoption in a competitive healthcare market.
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Logo Refinement
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Visual Identity & Brand Guide
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Tradeshow Graphics
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Brochures & Marketing Collateral
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Photo Editing
The Client
GuideStar Medical Devices, headquartered in Victoria, BC, develops innovative solutions for patient safety. Their flagship product, EpiZact Epidural Device, represents a significant advancement in epidural administration. By automatically detecting loss of resistance and controlling needle advancement, EpiZact reduces the risk of accidental dural punctures. The device received FDA 510(k) clearance in 2024.
The Challenge
As a startup introducing a novel medical device, GuideStar needed a polished and professional brand identity that would resonate with both clinicians and investors. The brand needed to instill confidence while clearly differentiating EpiZact from traditional epidural techniques. With major medical conferences approaching, GuideStar required effective booth displays and marketing materials to capture attention and generate leads. Post-FDA clearance, the focus shifted to creating materials that would support hospital adoption and demonstrate clear value to healthcare institutions.
My Process
After in-depth discussions with the GuideStar team and conducting market research, I developed a sophisticated visual identity system. This included a refined logo, professional color palette, typography, and distinctive design elements that give a nod to the curve of the spine as well as the device's precision engineering. I created a detailed brand guide and edited product photography to maintain a clean, clinical aesthetic. For their conference presence, I designed booth graphics and marketing materials that highlighted EpiZact's benefits. After FDA clearance, I designed hospital adoption materials, including the IFU, quick-start guide, and VAC pack documentation, to support clinical implementation.
Results
The brand identity system was key to establishing EpiZact’s market presence. At multiple industry events in 2024, including AANA Annual Congress and ASA and PGA Annual Meetings, the booth design and marketing materials drew strong interest, leading to numerous clinician evaluation requests. The visual assets supported hospital adoption by clearly conveying EpiZact’s benefits. Growing international interest further validates the brand’s global potential. By maintaining a professional visual identity, GuideStar continues to strengthen its reputation in epidural safety and expand its market reach.
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