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Introduction
At Seymourpowell, we've had the privilege of partnering with ServiceNow, a leading SaaS company renowned for its cloud-based ITSM services, since 2019. Through our integrated, holistic design approach, we've significantly contributed to ServiceNow’s expansion, supporting their multi-million dollar revenue growth. Our collaboration reached new heights at Knowledge 2024 with an generative AI-powered, immersive experience for the new RiseUp initiative.
A brand identity which inspires confidence in its consumers through balancing rigorous precision with patient empathy.
Challenge
To democratise patient-specific surgery and create a holistic, spinal-implant system which radically improves ALIF surgery for all involved: surgeons, patients, sales representatives and hospital staff. To devise a challenger brand identity and position Axis Spine Technologies as a dynamically innovative start up within a fiercely competitive US market.
Insights
Following ethnographic research and many hours of in-theatre observation with world-class surgeons, it became clear that the implant was just a small piece of the puzzle. We had to reimagine every part of the process to deliver an exceptional solution, tailored to surgeons and patients alike.
Outcome
We conceived an elegant and highly-differentiated modular ALIF cage, allowing surgeons to assemble a bespoke implant for every individual case. The structure of the cage, paired with a reduced inventory, helps surgeons to specify cage footprint, height, lordotic and coronal angles to ensure a perfect fit, even if opinions change during surgery. Our brand identity derived much of its language from this product truth and we created a visual language which celebrates the strength and fluidity of the human body, enabled by this revolutionary system.
Our Approach
Concept and Design
Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.
Immersive Experience
Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.
Spatial Design
The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.
Visual and Interactive Elements
The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.
Totemic Takeaway
Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.
Cutting through the complexities of spinal surgery to reinvent the future of healthcare.
