Orthocrafts; All Inclusive Case Study

Dominix provides all inclusive design consultancies to Orthocrafts Innovations, a venture formed by scientists in National Chemical Laboratories, Pune. National Chemical Laboratory (CSIR-NCL), is a constituent laboratory of Council of Scientific and Industrial Research (CSIR). The company is into health care industry having patent on the material they have developed, which is used for manufacturing the ‘tacks and screws' used in the surgery for fixing human body parts.

Dominix provides all inclusive design consultancies to Orthocrafts Innovations, a venture formed by scientists in National Chemical Laboratories, Pune. National Chemical Laboratory (CSIR-NCL), is a constituent laboratory of Council of Scientific and Industrial Research (CSIR). The company is into health care industry having patent on the material they have developed, which is used for manufacturing the ‘tacks and screws' used in the surgery for fixing human body parts.

Dominix defined all the brand guidelines of Orthocrafts in the brand book and designed all the brand stationary for them. A Brand Book is essentially a set of rules that explain how your brand works. These guidelines include all the information of the brand such as:

  1. 1. An overview of the brand’s history, vision, personality and key values.
  2. 2. Logo set-up specifications — including tagline usage
  3. 3. Chosen color palette
  4. 4. Chosen type style(s)
  5. 5. Brand collaterals design

Dominix designed the package of the screw used in the knee replacement surgery. The best thing about this screw is it dissolves in the blood after permanently fixing the knee. Since Orthocrafts are the pioneers of this product in India, the key thought in designing this package was building the trust of doctors and patients on this product. The design and graphic language of the package totally fulfilled this thing.

One more thing was incorporated in the design. Patients seem to be very curious about these surgeries, so gifting them this package with a similar screw of different material inside as a souvenir which will make them feel safe every time they see it. This became an exceptional concept in the medical packaging marking an impactful entry of the product in the market.

It was about designing a driver for the screw used for fixing of two bones during knee replacement surgery. It requires lot of strength for fixing the screw inside the bone. So the objective was designing it such a way that it will reduce surgeon’s efforts. It started with the ergonomics; examining the different hand movements for fixing the screw, locating the stress points, percentile calculations, studying different grip shapes for human palm and accordingly deriving the design. The grip has been inspired from the tornado shape which supports user for carrying out the inward movement of the driver easily. The styling and colour makes it a contemporary product.

Dominix designed this gun for Orthocrafts innovations which is used in the endoscopy surgery for implanting the tacks. This gun has been designed with an innovative and efficient working mechanism which has changed the total approach of the surgery making it very convenient to use for the surgeon. The ergonomic outer design helps surgeon to achieve more perfection in the tacking process in less efforts.

Orthocrafts deliver all their tacks and screws directly in the operation theatre at the time of implanting them to maintain safety and secrecy. As a strategy, we suggested them to use a van with Orthocrafts brand language printed over it for the delivery and designed this van for them. This strategy worked successfully. This van helped them a lot, many doctors approached them just by spotting this van in the hospitals. Being a startup, this van helped them in increasing their client reach.

Dominix designed their website. The website has been designed in very clean design language. Use of subtle, uniform graphics on the interactive user interface helps the user understanding their products and their innovation.