Brand Strategy • Webflow • 3D Product Integration • Print Marketing
Octopod Medical distributes the Squid Rx: a cold and compression recovery unit competing in a market crowded with muted brands and forgettable websites. The product was clinically proven. The challenge was getting the right people to see it. The first and most important decision of this project wasn't a design decision. It was a strategic one: who is the actual buyer here?
Most cold and compression products market to patients and consumers: lifestyle photography, wellness messaging, e-commerce. What differs Octopod from the many, is their distribution model: B2B. Their buyer was a clinician evaluating product efficacy for their practice, not a patient researching recovery options. That distinction required a completely different brand, website, and vocab.
With competitors hiding behind dull blues and wordmark logos, Octopod had room to stand out without taking a creative risk. A bright, bold palette distinguished Octopod from every competitor while still reading as credible. The logo incorporated both the octopus brand mascot and a stethoscope: distinctive without being gimmicky. A brand pattern rounded out a flexible visual system usable across print, digital, and tradeshow contexts.
The site was designed in Figma and developed in Webflow, built around how a clinician actually makes a purchasing decision: understand the product, assess the evidence, contact the distributor. To give clinicians better product understanding without requiring hands-on evaluation, interactive 3D product models built in Spline were embedded directly on the page: reducing friction at the top of the sales funnel.
Octopod Medical launched with a complete brand system, a clinician-targeted website, interactive 3D product visualization, and a full print marketing suite. All this built from a single strategic insight: their buyer wasn't a patient. Post-launch, the site has consistently generated inbound leads from clinicians requesting more information about Squid Rx.
