Boston Scientific launched the EXALT Model B Single-Use Bronchoscope, a new breakthrough in critical airway care. Entering the bronchoscopy market meant the campaign needed to communicate not only the device’s functionality, but also reinforce the authority and trust of the Boston Scientific brand. The visual strategy had to balance clinical precision with human-centered storytelling.

 

The ask was to develop a launch campaign that could scale globally, resonate with healthcare professionals, and reinforce the brand’s position as an innovation leader. As part of the launch team, I served as art director and lead designer, partnering with marketing, copy, and product teams to define the campaign’s visual voice and guide creative execution across platforms.

 

The final campaign included a hero visual system, flexible content modules for digital platforms, and targeted social media graphics—all designed to scale internationally and adapt to both launch and evergreen phases. The visuals combined dynamic compositions, precise anatomical imagery, and a clean, modern aesthetic that highlighted safety, ease of use, and clinical benefit. This approach elevated Boston Scientific’s positioning in critical care and established a new visual tone for future EXALT product launches.