Observe Medical
Branding a Nordic medtech startup’s flagship product for stock market flotation
outline
primary challenge
Observe Medical’s leadership team approached us for help, after several unsuccessful in-house attempts to establish a coherent brand identity, narrative, and digital platform for their flagship product, ahead of the company’s scheduled stock market flotation.
our role
Primary Pillar: Brand Strategy
Supporting pillars:
- Creative and Storytelling
- Visual Identity
- Experience Strategy, UX and Interface Design
- Content creation (digital, print, AV, photography)
Engagement length: 12 months
background
Observe Medical is a Nordic medtech company that develops, markets, and sells innovative medical technologies for a global audience. As the company prepared to begin clinical trials of its flagship patient-monitoring solution, Sippi, the stakes were high
Sippi is designed to measure bacterial build-up in the urine of bedridden patients – an area where the risk of hospital-acquired (nosocomial) infection is significant.
While Observe Medical had deep expertise in patented technologies and advanced materials, its marketing team faced a challenge: there was no clear, coherent brand story or visual identity for Sippi – just as the company was preparing for a scheduled stock market flotation.
challenge
The Sippi brand needed to project a premium, professional presence, and Observe needed to look credible, confident, and investable. However, there was a growing sense that the business was underprepared for launch.
While the Sippi platform represented a genuine breakthrough in patient monitoring – delivering tangible benefits for both patients and staff, as clearly demonstrated by clinical trials – the brand failed to reflect that innovation. Multiple in-house attempts had been made to develop an identity, but without a clear vision, brief, or strategic roadmap, the outcomes remained functional rather than compelling. There were also several ground-breaking technology patents that needed to be supported by the product brand, but were invisible in the existing brand architecture.
solution
Sub-brand & naming architecture
The first task we undertook was to update the product logo, which was flat and outdated. A branding hierarchy was designed to support product sub-branding, and we created a coherent naming architecture for Sippi’s various patented features and technologies: Sippsense, Sippcoat, and Sippbag.
As part of this work, we:
- Updated the product logo to make it fit for purpose
- Designed an identity system to support scalable product sub-branding.
- Created a clear naming architecture for Sippi’s patented technologies.
- Developed dedicated logos for Sippsense, Sippcoat, and Sippbag, ensuring consistency while allowing each innovation to stand on its own.
Visual Identity Refresh
To project a premium, professional presence, and make Observe look credible, confident, and investable, we:
- Overhauled the Sippi product brand to create a vibrant, cohesive identity system.
- Redesigned the logo, transforming a flat, uninspiring mark into a refined 3D drop icon with subtle surface reflection.
- Updated the wordmark to improve legibility and give the brand a more corporate, authoritative feel.
Product Imagery & Film
We created all visual assets in collaboration with photographer Johan Annerfelt, including:
- Directed a full product photoshoot and scripted and produced a product film in collaboration with photographer Johan Annerfelt.
- Established a powerful, clinical visual language for use across digital platforms, marketing materials, and launch campaigns.
Product Interface & Graphics
The Sippi product itself needed some attention to bring it in line with the new, modern brand we were creating. This work involved:
- Redesigning the product graphics and interface, including a new, contemporary control panel and icon system.
- Ensuring clarity, usability, and visual consistency across all touchpoints, including operating instructions and packaging.
Commercial & Launch Materials
To get Observe Medical ready for their product-led stock market launch, we:
- Developed IPO materials for the stock market launch, including the company story, founder profiles, and key financial information.
- We also shot all of the board’s portraits, created the First North IPO registration pages and all literature and marketing materials.
- Delivered packaging templates, multilingual product documentation, and sales materials to support commercial rollout of Sippi.
Experience Strategy, UX and Interface Design
With the Sippi brand refreshed, Observe Medical needed a website that could effectively communicate the product’s innovation and credibility to two very different audiences: medical professionals and investors. The site also had to support the company’s upcoming stock market flotation, providing clear, concise information for regulatory and investor review.
Our Approach
- Developed a serious, information-led website based on the new branding system.
- Ensured the site was clean, functional, and fully responsive, delivering a professional experience across devices.
- Wrote all site copy, presenting product benefits in a simple, structured format tailored to medical boards, investors, and regulators.
- Created all campaign banners concerend with the stock market flotation.
outcome
A robust, scalable, category-aligned product branding system that positioned Observe Medical as a credible, innovative medical technology company – ready for market expansion and public listing. Observe was successfully listed on the First North stock exchange in 2019. This marked a significant step for the company as it aimed to enhance its visibility and access to capital for growth.
In December 2025, Observe Medical announced the launch of three new products in the Urological Drainage segment.