MIRA by Virtual Incision
Branding, Strategy, Website Design, Social Content, Marketing Collateral
Branding, Strategy, Website Design, Social Content, Marketing Collateral
BACKGROUND
MIRA stands for Minimally Invasive Robotic Assistant. Virtual Incision created MIRA as a simpler, smaller and more accessible alternative to the large, complex, and pricey surgical robots that currently take up market share. Virtual Incision's goal is to make surgical robotics accessible to hospitals everywhere.
1999 called. It wants its robot back.
Surgical robots have not evolved since their inception in the late 90s. My creative team and I were tasked with raising awareness of some of the issues with current surgical robotics and offering MIRA as a solution.
INSPIRATION
As a way to introduce MIRA, we came up with the "Meet MIRA" campaign. The alliteration makes it easy to remember and the approachable tone speaks to the accessibility MIRA offers. MIRA offers everything the larger "mainframe" surgical robots provide but in a more compact, portable design. Though small, it brings a lot to the table.
