stay safe

Core Creative Expression, Positioning, Brand Platform

Home dialysis machines are complex, with lots of tubes, dials, and complicated instructions. This has caused anxiety in patients, nervous about making any number of possible mistakes that could have serious health implications. Frenesius developed a new, simple, linear, 4-step technology,  making their machines virtually foolproof.

We took the technology's proprietary big, blue arrow-shaped dial handle and made it the ownable ‘hook’. And we emphasized that life's daily distractions would not get in the way of it's simple operation.

agency:  Guidemark Health/Princeton