Exo

Our work is shaping what the market looks like — blending tech and brand design at a level that exceeds the market norms.

- firstborn Team

Can you describe your project and the concept behind it?

Exo designed a medical imaging ecosystem built for the future of medicine. Through portable, cost-efficient ultrasounds, they are drastically improving health outcomes. They needed to tell their inspiring brand story and introduce their innovative, multi-faceted product portfolio to a range of audiences — from investors, to new hires, to customers, while also organizing and integrating a complex technology stack to support sales teams and e-commerce.

Tell us about your initial moodboard, wireframe, or prototype. How did things change throughout the process?

Our team was inspired by our partners at Exo — they are a team of artists committed to their passion. Their love of art, design, and technology remains a north star for our creative approach. We constantly looked in and out of categories, and back to an era of modernism that was pushing for a more inventive future, seeking inspiration in the works of Dieter Rams, the Bauhaus Movement, and the web today.

What influenced your chosen technical approach, and how did it go beyond past methods?

Re-platforming was the goal from day one. We worked hand in hand with the Exo team and CEO to assess their goals and content creation needs to help them transition from an investor-focused presence to a branded space that allows them to communicate their key message, industry impact, and revolutionary product offerings. To address their needs for scale, content, and security — we built our tech stack on Netlify, Contentful, and Gatsby.

When did you experience a breakthrough or an "a-ha" moment during this project?

The “a-ha” moment for us occurred quite early in the process. From the initial client meeting, we aligned on a creative vision rooted in a level of taste that blends an eye for Swiss design with a future-forward approach to product innovation — a true blend of art and science. Aligning early on taste allowed us to push and challenge each other as a team, holding each other accountable to the vision throughout the creative process.

What web technologies, tools, and resources did you use to develop this?

Our team used Adobe XD to design and prototype UI concepts, layouts, and high fidelity prototypes, principle for exploring scroll-based interactions, and Cinema 4D for 3D visuals. We integrated GIT, Jira, Netlify, and Contentful as a headless CMS to streamline our process and reduce development time.

How did you balance your own creative ideas and technical capabilities with a fair representation of the client’s brand?

Some of the sharpest minds in technology, design, and engineering work have chosen to join the Exo team to develop and build solutions that will save lives around the world. Working with this elite group of innovators and inventors was a seamless process as our work became a nearly invisible extension of their design process and, ultimately, influenced the trajectory of in-development products.

How did the final product meet or exceed your expectations?

Our work is shaping what the market looks like — blending tech and brand design at a level that exceeds the market norms.

Why is this an exciting time to create new digital experiences? How does your team fit into this?

Frontline workers and medical professionals are vital. Enabling universal access to portable and affordable modern technologies means better health outcomes for all. Using the power of design, we worked hand in hand with the Exo team and CEO to create content and context for each individual audience that might encounter the Exo platform and experience.

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