Heidelberg

Immersive Digital Asset Experience | Health & Med-Tech

MY ROLE

Art direction

Designer

OVERVIEW

I was brought in by a specialized social media agency to support their healthcare client, Heidelberg Engineering.


As the creative director and senior designer, my role was to translate their complex, data-driven messaging into a compelling visual system tailored for social media and educational content.

Social asset development

This design combines geometric and organic shapes with Earth mac and organic shapes with Earth ma.

Six Instagram post mockups with the tagline

Objective

The project goal was to help any designer create visually clear and accurate content by:

  • Creating a visual hierarchy for complex topics
  • Building brand-aligned templates
  • Supporting educational campaigns
  • Designing for flexibility across channels
  • Incorporating both static and interactive elements
Diagram: Advanced technology for eye disease education. Central circle: Glaucoma, with related conditions and modules.

Strategic visuals that clarify science

This design system combined scientific accuracy with engaging design—allowing the brand to connect with doctors, educators, and partners.

Blue bubbles with text floating against a blurred background. Titles include Cataract, Glaucoma, Dry AMD, and others.

Modular design for real-world interaction

Heidelberg needed more than good design—it required a scalable system for team-wide brand consistency across trade shows, conferences, and digital media.

People looking at a large screen, one man pointing at it. Setting is a trade show or conference.
Advanced Technology page with text, a visual diagram, and the
Conclusion slide with text and a
Eye imaging showing a network of blood vessels in the retina, in black and white.
Ocular fundus image with a text box describing advanced therapeutics for eye diseases.

Visual tools for storytelling

Custom masked shapes and image treatments helped explain complex diagnostics while reinforcing brand identity. These tools became core assets across multiple campaigns.

Corneal topography map with concentric color gradients indicating corneal curvature, red indicating steepest areas.

the results

Becoming Visible

Strategic clarity, brand systems, and design. Built for innovators in health, fintech, & SaaS.

As creative director, I translated dense medical content into an engaging digital experience.

I created a flexible framework that accelerated asset creation across teams.

I led creative execution that balanced clarity, accuracy, and visual appeal.