Brand and Website Design for Utilizer AB
Written by Peter Skitt, Creative Director of Buzz Design
Utilizer AB is a Swedish medtech start-up developing innovative solutions for urinary tract infection testing using technology that simplifies a clinical process for both healthcare professionals and patients. The company approached Buzz Design with a comprehensive brief: branding, website, marketing materials, exhibition support, and social media marketing, all to be delivered ahead of a key industry trade show.
The project was led at the client side by Founder and CEO Sofia Bertling, Director of Marketing and Sales Gabriella von Flittner, and Chairwoman of the Board Karin Andersson. The trade show deadline was firm, with no room for delay.
Challenges
Two very different audiences needed to be served within a single site: healthcare professionals assessing the technology from a clinical and operational perspective, and patients seeking accessible, reassuring information about what the solution means for their health. Designing for both without one experience undermining the other required careful information architecture from the outset.
As a start-up entering a regulated, credibility-sensitive market, Utilizer AB needed to communicate the authority of an established healthcare brand from day one. The design had to earn trust it had not yet had time to build through track record.
Design Process
The brand was developed first, establishing the visual language of logo, colour palette, typography that would carry through the website, print materials and exhibition presence. Every design decision was made with the goal of communicating innovation, professionalism and clinical credibility simultaneously.
The website architecture was structured with clearly separated content pathways for healthcare professionals and patients. This was not achieved simply by labelling two sections differently the tone, language, and depth of information were calibrated specifically for each audience.
Design and development ran in parallel to meet the trade show deadline. Progress was managed closely across our UK-based agency and the Sweden-based client team, with clear communication and well-defined content sign-off stages preventing delays.
Solutions
A modern, professional brand identity was created and applied consistently across the website, marketing materials, and exhibition presence, communicating the medtech innovation at the heart of Utilizer AB’s proposition.
The website features clearly differentiated content pathways for healthcare professionals and patients, with responsive design across all devices and strategically placed calls to action driving engagement from both audience types.
Exhibition materials and a social media content plan were produced to support the trade show launch.
Results
The full suite of brand and digital assets was delivered and launched on schedule ahead of the trade show. Utilizer AB made a strong first impression at the event, presenting a brand identity and website that gave the start-up the credibility of an established healthcare company.
The international project demonstrated that geography is not a barrier to close creative collaboration when the process is well structured. Sofia Bertling and her team were pleased with both the creative output and the way the project was managed under pressure.
Lessons Learned
In medtech, credibility is not a marketing goal but a prerequisite. Every design choice, from the typeface to the colour palette, sends a signal about whether this is a company that should be trusted with clinical decisions.
Dual-audience websites require disciplined information architecture from the very first meeting. Agreeing the pathways and the content strategy for each audience before any design begins is the only way to avoid structural problems that cannot be resolved during build.
International projects are entirely manageable with clear communication and well-defined content structure. The distance between West Yorkshire and Sweden is irrelevant when the briefing process is thorough and the milestones are agreed in advance.
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