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Elekta
Senior Designer
2017–present
Elekta is a global medical device company specializing in radiation therapy machines, service and software. As the in-house lead designer, my responsibility is to evolve the visual language of the brand while managing the daily business objectives of the creative services team.
Role responsibilities
Maintain brand guidelines while evolving visual communications and style
Create visual playbooks, templates and examples for motion and social media teams to ensure best practices
Design and develop exhibition graphics and associated motion material for international and domestic medical technology exhibitions
Manage multiple working projects with key stakeholders across global regions to ensure on-time delivery of printed, digital and experiential media
Cross-department training and guidance for colleagues via self-serve branded tools and live workshops
Design, coordination and file setup for domestic and EU offset printing, includes material selection for bespoke brochures and marketing material production
“We have enjoyed a strong working collaboration with Walker for many years, understanding the complexity of designing for globally diverse target audiences. Our partnership has been built on trust, mutual respect and understanding where he always strives for the best quality in every aspect of design, ensuring matching standards of brand design, evolution and application.”
— Rooster Marketing UK, partner agency
Understanding the offering
Elekta boasts a broad portfolio of treatment solutions, and learning the full breadth of these products and services was the first big challenge. Each solution delivers treatments in a specialized way, which required critical thinking on how each procedure and related information would be visualized. This process involved close collaboration with marketing managers across five business lines to help accurately position each offering.
Iconography
With such a specialized range of offerings, using generic icons was out of the question. A suite of over 300+ hand-drawn icons has been created to cover every product, solution, service, technique and piece of technology the company offers. This library has been built with integrity in mind, and thus each asset is carefully built to communicate its offering quickly and with as little extra detail as possible.
Additionally, each icon needed to work on dark and light backdrops, thus two colorways were created to include various layout needs.
A small portion of the bespoke iconography created in two color combinations for light/dark applications
Trade shows and exhibitions
Managing Elekta’s brand presence in physical activations required not only creative output, but active coordination with events, product, and leadership teams. This includes working with production companies in the United States and across Europe to deliver guidance and templates for digital and motion behavior, as well as final print-ready files formatted for various sizes and placement scenarios.
Key responsibilities
Manage feedback, reviews and approvals on artwork for all five business lines
Maintain best practices for content placement and viewer/attendee experience
Create production ready artwork for large-scale booth builds, including direct management of every panel and piece of copy to ensure ideal mapping and wayfinding
Develop pixel-accurate motion graphic templates for LED walls and screensaver graphics
A brand in motion
Translating Elekta’s tone of voice into moving visuals involved understanding our audience, their vernacular, and their needs. Videos in an exhibition behave differently than on a social media feed, and require vastly different behaviors in order to engage and provide answers. Creating and communicating this core idea involved close collaboration with leadership and key stakeholders, which was then translated into advanced video guidelines and playbooks for agencies and internal team members.
Evoking a sense of calm
Motion graphics were crafted with clarity and generous pacing, communicating in a medically professional manner with our company vision as the driving force. Elekta builds hope for everyone dealing with cancer, clinicians and patients alike, and this confident and caring tone is carried across in all branded communications.
Animations use a combination of professionally produced 3D CAD renders, typography, and subtly treated moving backdrops to create atmospheric imagery with a clear voice.
Various internal groups and initiatives required identities of their own, primarily in broadcast and webinar settings. Custom intro videos were created for most of these internal projects.
Informational content like infographics and social media posts focused on minimal use of icons and imagery to tell a story quickly and with clarity.
Icons took on a crucial role in longer videos, helping communicate data points with visual interest.
Paper and ink
Elekta’s medical marketing material is printed and distributed globally, requiring coordination and management of Pantone inks, paper suppliers, production files and onsite press checks to ensure accurate color reproduction. Additional finishing techniques like spot-UV treatments, custom pocket-folders and advanced paper options have been explored and executed across various business lines and corporate materials.
Brochure photos by Walker Carney
Brochures follow an editorial layout style, breaking information into organized sections and allowing plenty of white space for layouts to breathe.
Using color and type, compositions are allowed to be dynamic and engaging.
The final product is clean and modern, and reflects the brands’ clinical approach and serene tone of voice.
Layouts use a flexible grid system and feature a balance of iconography and data.
Custom dielines were created to integrate pocket folders into larger kits, allowing families of products to have a “parent” brochure in which smaller pieces could be housed for site visits.
Special finishes like spot-UV, embossing and foil-stamping are used across our portfolio of marketing materials.