Case Study

Intelligent Haptronic Solutions (IHS)

Intelligent Haptronic Solutions (IHS)
Key Visual Elements, Marketing Strategy, Advisor Board Strategy

Project Brief

Intelligent Haptronic Solutions (IHS) is a medical robotics startup, focused on developing industry-leading simulation platforms for medical educational and surgical training applications. They strive to provide advanced haptics, VR, artificial intelligence (AI), and cloud technology simulation solutions to complex training environments.

Virtus Groups worked with IHS to prepare the company for their efforts in establishing additional academic and industry partnerships and to facilitate their entry into the Canadian market. We were tasked with devising the visual elements needed to provide IHS with a cohesive visual identity, establishing their market position, and developing a preliminary marketing strategy for the company as they looked to commercialize a flagship product and launch in Canada.

Key visual elements01

Colour Palette

The colour palette is a crucial element of our IHS visual elements, it differentiates IHS from competitors and shapes its personality. Working around IHS’ signature Deep Sky Blue colour, we designed a minimalistic yet distinctive palette that includes core, technologically toned blue and greys supported by brighter secondary colors that are used to highlight certain elements on the page.

Deep sky blue #00B0E9
Palatinate blue #003CE9
Outrageous orange #FF6340
Quartz #DBDAE2
Blue whale #0D2631


We also worked on typography as it is another extremely important element that contributes to a cohesive visual language for IHS. The primary typeface is Muli which is used for titles and subtitles, while the secondary brand typeface is SF Pro Text. Both are clean, san-serif font families that help to achieve a modern, organized, and clean look, which supports the colour palette perfectly.

Design Systems

To help visualize the new look, we set up design system guidelines that showcased the brand’s simplicity and scientific accessibility. To establish an innovative, crisp, light, and highly technological image of IHS, we created guidelines on the proper usage of imagery and text, aiming to provide a consistent representation across different areas. From product images to advertising, imagery plays a great role in the IHS identity. We outlined some principles and provided a demonstration of images that would support the brand. Thus, according to the new design systems’ manual, IHS images should feature their business, their products, and their employees. Photography taken with appropriate lighting, preferably on a light background, and with a large focus area, must always be subordinate to the company identity and establish a level of trust with its customers. This visual representation will work well for not only trainees, but for medical centres.
Marketing strategy 02

Marketing Strategy

Virtus Groups provided a senior marketing leader from the pharmaceutical healthcare field to conduct target market analysis, complete brand positioning exercises, and develop reasons to believe in IHS and key differentiators for them with reference to the Canadian market. Once these initial activities were complete, a preliminary marketing strategy was devised, which included a communications plan outline, prioritizing key brand activities, and provided a strategy to conduct research projects required to drive clinical claims.
Advisor board strategy 03

Advisor Board Strategy

Virtus Groups identified an Advisor Board Strategy as seminal to IHS’ market penetration and expansion plans. Virtus Groups outlined a strategy for IHS to work closely with a small number of influential experts to set up pilot project locations and leverage outcomes for commercial roll out.

Summary 04

Virtus Groups set IHS on the path for a successful Canadian roll out by establishing their competitive positioning, drafting a marketing strategy to fit their needs, and executing on key visual branding activities.


IHS is now on their way to a successful alpha product release and more in 2020 and Virtus Groups continues to support them in these and other areas.

To work with Virtus Groups on your next project, please contact us.
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