Adas 3D is a medical technology startup that converts an MRI and a CT scan into a three-dimensional model of the heart. With its software, cardiologists and electrophysiologists plan arrhythmia interventions before entering the operating theatre and subsequently execute them with greater precision. The product was excellent, but the brand did not live up to it.
The challenge
Going out to compete outside of Spain, at international congresses and before hospital purchasing committees, with an identity that made a product look small when it was not.
Two conditions narrowed the path. The first, a category in which everyone looks alike, with the same whites, the same blues and the same organic shapes, and in which almost no brand has something of its own to say. The second, a very restrictive regulation when it comes to communicating.
Our work
During the immersion, we asked what the room where the software is used was like, and the answer ended up conditioning the visual identity. Imaging doctors work in the dark. While the entire category was moving in clinical white, the brand was built towards a dark minimalism to also function in the real conditions in which the software is used.
The brand territory was supported by science rather than technology. Professionals are not as interested in technology as they are in the fact that it serves real science, and what Adas 3D sells is not a result that has to be believed, but rather a tool for the doctor to reach it using their own criteria and knowledge.
Specific decisions flowed from that territory: speaking exclusively to the electrophysiologist, who is the person who recommends the purchase to the hospital, separating the company from the product due to FDA requirements, and building authority with proven facts.
Since then, we have been building on top of that foundation without needing to redo it. Exhibition stand and materials for congresses since 2023, web evolution and digital strategy in 2024, new architecture for the customer portal in 2025, and its integration with the support system in 2026.
Results
Five years without needing another identity. In a category that reinvents itself every two years, the brand we built in 2021 is still standing and has grown at the same pace as the company.
