Xodus Medical

2019-Present

I helped shape Xodus Medical’s visual marketing and brand communication by developing a scalable design system that ensured consistent, clear, and engaging media across the company’s digital platforms, marketing campaigns, and printed materials.

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Overview

I was brought into Xodus Medical in 2019 as a 3D Designer. I worked alongside the marketing director, sales team, and clinical leaders to create and manage media that helped demonstrate product usage, and enhance the brand's visual perception.

My role shifted from a 3D specialist to leading the creative design team and overseeing digital production for communications across product rollouts, marketing campaigns, training literature, and branded programs. I also support manufacturing teams to create new product designs and refine iteration workflows.

Over the past 18 months, my work has contributed to a 20% increase in social media growth, 51% improvement in Google search rankings, and a production time reduction by 75%.

On a daily basis, I work closely with our marketing team, quality assurance, and C-level sales managers to keep our digital media up-to-date, create 3D animations to amplify product experience, oversee literary documents, and foster a collaborative environment for my team.

Design Starts with Structure

In order to create an efficient production pipeline, multiple design components must be developed and organized within a centralized production library to support a strong, scalable workflow. I created an identity system that reused 3D assets, design components, and an image library to speed up production and manage visual consistency. This foundation helped unify our digital and print collateral, giving the brand a clear, recognizable look and stronger presence across the market.

Xodus Medical’s strategy centers on high-quality patient positioners made from specialized materials designed to help protect against hospital-acquired injuries. Each material is color-coded to help audiences quickly understand the structure and support zones of each product. With the most recognizable material being pink, it became a natural starting point for defining the visual identity of the brand.

Pink is rarely seen in an operating room environment, making it a distinctive and memorable element to build around. This unique characteristic was amplified throughout the company’s messaging and product marketing, turning a functional material choice into a recognizable brand signal.

Today, the company’s marketing reflects how recognizable and trusted its flagship products have become. Surgical teams immediately recognize them in the operating room, reinforcing brand familiarity and reliability. Even patients often respond positively when they see and feel the materials, offering a small moment of comfort in what can otherwise be a stressful environment.

Building the 3D Foundation

In order to speed up our content production and help clean up inconsistencies in our product image library, I created a 3D asset system. By using our internal assembly drawings, I was able to model each component in each kit system with accurate measurements and create 3D materials that match the product’s real-world look and feel.

To support our sales team and clinical team, I set custom characters in operating room environments to simulate real clinical settings for demonstrations across visual touchpoints.

With a proper 3D library in place, this results in a smooth production pipeline to keep up with animations for social media, web, and literature. Animation can be reused, edited, and used in versatile ways to create content changes throughout our marketing.

Implementing the Brand Experience

With a visual system in place, the next step was to unfiy each component to its respective digital and physical touchpoint. I helped implement consistent design standards for our website, social media, digital literature, and physical print media, creating a unified experience across every brand interaction. As the brand became more consistent, customers developed a clearer understanding of our products and the benefits they deliver. This effect not only strengthened brand recognition and streamlined collaboration between teams, but also opened opportunities to launch new clinical programs at a much more efficient pace.

Website Redesign

One of our major initiatives last year was redesigning the company website. The goal was to develop a system of reusable web components, layouts, and styles that would streamline production and make future updates more efficient. I collaborated closely with our IT department to oversee the redesign and implementation of the site’s key pages.

The final design emphasizes clarity and simplicity. This approach allows our product visuals and animations to stand out, giving them the space they need to communicate effectively without competing with unnecessary visual elements.

Literature

The company's literature is a crucial part of our marketing department. As a department, we manage about 90% of the entire literature library, from product brochures to instruction for use documents.

Managing a company-wide library of literature can be challenging for a department. To achieve fast turnarounds for new literature, we added to our design system to clarify how documents should be designed and handled. This has cleared up unresolved issues witih literature magagement, and leads our focus on the most important aspect, messaging.

Social Media

One of our key social media strategies is using eye-catching motion, strong composition, and clear, trustworthy messaging to engage our audience. Our goal is to build trust while surprising viewers with moments of visual delight.

A strong 3D foundation supports our social media pipeline. With consistent animation workflows and an implementation process supported by other designers, we are able to orchestrate content production efficiently while creating opportunities to refine and improve the work along the way.

Conclusion

Through my work with Xodus Medical, I’ve come to believe that strong marketing begins with being noticed. Every color choice, layout, and visual element is intentional. When these details are guided by a clear strategy, they form a cohesive visual system that communicates with clarity. Thoughtful design at every level builds trust, recognition, and a lasting connection with users.

Notable Numbers

60%

Google Ranking Improvement

Ranking improvment after redesigning website structure for SEO best-practices