Product Design and Brand Identity for Medaxis’ Gentle Micro Waterjet Therapy

Challenge: Making a New Wound Therapy Intuitive, Trustworthy, and Easy to Use

Medaxis developed an innovative micro waterjet technology for the gentle debridement of chronic and hard-to-heal wounds. The therapy precisely removes devitalized tissue using a fine waterjet while preserving healthy tissue. This reduces patient discomfort and significantly shortens treatment time. The challenge was to develop a medical device that clearly communicates the benefits of this new therapy, integrates seamlessly into clinical workflows, and enables safe and intuitive use by healthcare professionals. At the same time, the device needed to appear approachable and reassuring to patients with chronic wounds. In addition to the product design, Milani was tasked with creating a distinctive brand identity to support the startup's market entry.

Approach: Translating the Benefits of Micro Waterjet Therapy into Product and Brand

Milani developed the product design and brand identity from one consistent design concept. The core principles of the micro waterjet therapy were translated into every aspect of the product experience and brand communication. The product design consistently draws inspiration from water. Its drop-shaped form integrates the saline bag as a visible part of the device, making the therapy’s working principle immediately understandable. The blue color palette extends from the product to the entire visual identity, creating a cohesive design language across product and brand. The brand communication follows the same philosophy. Instead of using the conventional imagery of open wounds or medical procedures, Milani created a visual language centered on natural regeneration. Tree bark and moss serve as metaphors for renewal and healing, communicating Medaxis' gentle debridement approach in a positive and distinctive way. The signature blue design elements symbolize the company's pioneering micro waterjet technology.

User-centered development formed the foundation of the product design. Through multiple usability studies with healthcare professionals, the user interface was continuously refined and adapted to users' needs.