CMR Surgical (CMR) is a global medical devices company dedicated to transforming surgery with Versius, a next-generation surgical robot. Versius made a huge impact when it was first released, establishing standards for the industry that are still largely unmatched today. Its small size, modular design, V-wrist technology and software-driven arms helped it become the second most utilised soft tissue robotic system in the world.
Ahead of a significant upgrade to the system – named Versius Plus – YeahNice worked with CMR Surgical to create a campaign introducing it as the next evolution in robotic surgery, designed to empower surgeons and surgical teams. Versius Plus became a line in the sand: a defining moment for CMR Surgical.
We launched the campaign with a cinematic 3D-rendered product film, designed to show Versius Plus in a bold new light, elevating it from a tool to a sublime combination of engineering and artistry. Our campaign toolkit modernised the visual identity and refined messaging to further cement Versius as a world-class surgical platform.
Campaign toolkit and guidelines
Alongside the film, we built a full campaign toolkit for the internal team at CMR Surgical. From layout guidance based on a Swiss-style grid system through to colour use, iconography and art direction, the toolkit gave CMR Surgical the structure to create consistent assets across multiple channels and formats, both internal and external.
Evolved with surgical precision
Our product images used minimalist lighting and controlled reflections to highlight contours and materials, treating Versius Plus like a piece of high-end industrial design. These beauty shots became the foundation of the wider campaign, used across print, social and sales materials to showcase the quality and innovation at the heart of system.
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