Project Overview: KARL STORZ VentureOne—a newly launched spin-off from the family-owned medical technology leader KARL STORZ—needed a fully realized brand identity to differentiate itself in a competitive urology market while honoring the parent company’s heritage. The challenge was to craft a modern, professional visual system that would resonate with endourologists, hospital procurement teams, and industry partners, all within a tight launch timeline in early 2022.
My Role: As Lead Designer & Brand Strategist on this project I conducted stakeholder interviews with KARL STORZ executives, marketing leads, and product managers to identify core brand values (innovation, clinical reliability, and surgeon trust). Audited KARL STORZ’s legacy brand assets, ensuring VentureOne’s identity felt like a natural extension rather than a departure.
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Concept Development & Visual Direction: I explored multiple logo concepts—including wordmarks, abstract marks, and iconographic treatments inspired by robotics and endoscopic optics—and defined a color palette and type hierarchy that balanced “medical-tech rigor” (cool blues and clean sans-serifs) with “forward-thinking startup energy” (accent teals and custom geometric display fonts). The final VentureOne logo combines custom lettering with a symbolic circle, embodying precision optics and collaborative networks.
Deliverables: In addition to the logo, I designed business cards, letterhead, envelopes, email signatures, multiple banners, and PowerPoint/Keynote templates. I also created an interactive digital branding guide (PDF and microsite with visual standards, assets, “do’s and don’ts,” and a version history) and produced a short promotional video for social, trade shows, and internal use.
Deliverables: I delivered a full branding package that included a versatile primary logo (full- and one-color, horizontal and stacked), a precise visual identity system (color palette with exact Pantone/CMYK/RGB/HEX values, humanist sans-serif typography, and icon set), and stationery/collateral templates (co-branded business cards, compliant letterhead/envelopes, PowerPoint/Keynote masters, and global email signature code).
