Caira Surgical® is pioneering surgical navigation technologies that offer surgeons improved precision and revolutionizes the usability, economics, and access to robotics in orthopedic surgery. Caira needed a brand identity that reflected the way their precision technology would transform the world of traditional orthopedic surgery. Conceived by surgeons, for surgeons, the brand needed to convey the level of sophistication and accuracy that their technology would unlock for critical health outcomes.
Recognition:
D&AD Future Impact Shortlist
National Science Foundation Grant
Medtech Innovators
LSI Innovation Leaders
Project Info
Caira's logo was specially crafted to reflect the brand’s position at the nexus of technology and anatomy–symbolically representing both the company’s patented radar technology and its application in joint surgery.
The brand uses a modern and widely compatible typeface that conveys how Caira bridges the gap between the digital age and the legacy world of orthopedic surgery. The typeface was chosen for its pure readability, functionality, and compatibility across multiple surfaces. The sleek color palette emerged from an in-depth analysis of the competitive set, uniquely chosen to capture the brand’s inner traits of wisdom, creativity, and precision, while conveying the techno-optimism at the heart of the brand’s ethos.
Like Caira’s own products, the brand’s voice needed to strike a delicate balance of empowerment and careful craft–both a sense of urgency and cool confidence. From top to bottom, Caira's dedication to design excellence and innovation has positioned them as pioneers in the orthopedic industry. And their branding successfully tells that story at every touchpoint.
Services
Strategy
Brand Idenity
Web Design
Pitch Deck
