White Huxley wordmark on a dark navy background.
Huxley

Launching a MedTech Brand from the Ground Up

Huxley Medical is an Atlanta-based health technology company developing AI-driven, wearable diagnostic solutions. As an early-stage partner, we worked with Huxley from the ground up to define its brand, design its digital presence, and create the foundational materials needed to bring its flagship product, SANSA®, to market. Our role extended beyond design, helping shape how a new category of diagnostic technology is communicated to both clinicians and decision-makers.
Branding
UX
Web Design
Client
Huxley Medical
Date
Fall 2024
Role
UI/UX Design + Strategy
Website
huxleymed.com
Collaborators
Kristen Rogers: Branding + UI
Rob White & Team: Photography
Mike White: Creative Direction
Contribution
I contributed to UX and strategy and collaborated on UI design, helping translate a complex diagnostic product into a clear, credible website experience. I also designed supporting marketing and sales materials, extending the visual system across digital and print touchpoints.
Close-up of a person pressing the button on a SANSA device worn on the chest.
SANSA website product overview combining a device image, feature cards, and patient photography.
Huxley stationery featuring an orange wordmark and symbol on navy and white cards.
Huxley website displayed on a laptop with a SANSA product illustration and diagnostic platform headline.
Man stretching beside a bed while wearing a SANSA device on his chest.
Navy Huxley branded cap with an orange embroidered wordmark.
Huxley homepage design with patient photography, a SANSA device, and introductory product messaging.
01 - The CHALLENGE

Earning Trust in a Legacy-Driven Market

Huxley needed to introduce SANSA® to a market shaped by established diagnostic tools and clinical workflows while its own product specifications continued to evolve.

Breaking Into a Legacy Market

Clinicians needed a credible reason to consider an unfamiliar alternative to established diagnostic tools.

Complex, Regulated Messaging

Technical information needed to remain accurate and aligned with regulatory requirements while being accessible to clinical audiences.

Evolving Product Definition

Changing specifications required flexibility in messaging and product presentation.

Parent Brand + Product Architecture

SANSA® needed a distinct product identity with a clear connection to Huxley.

Huxley sales and marketing layouts combining SANSA product imagery, patient photography, and navy gradients.
01

Sales Enablement

Huxley brand collateral featuring an orange wordmark and symbol on navy and white stationery.
02

Brand Collateral

Woman seated on a sofa wearing a SANSA device with black pajamas.
03

Photography

Huxley website section introducing SANSA through product imagery and a grid of feature cards.
04

Website Design

White polo shirt mockup with an orange Huxley symbol embroidered on the chest.
05

Mockups

Composite product image of a man lying down with a SANSA device positioned on his chest.
06

Composite Images

02 - The Solution

Building a Brand Designed for Adoption

We developed the brand, messaging, website, and launch materials as a coordinated introduction to Huxley and SANSA®, addressing clinician concerns and explaining the product’s value.

SANSA product explainer showing front and back device views with feature callouts.
Close-up of a woman lying down wearing a SANSA device with black pajamas.
Huxley website process section with numbered cards explaining shipping, testing, and reporting.
Three Huxley website wireframes showing page structure, product content, and interface components.
Black polo shirt mockup with an orange Huxley wordmark embroidered on the chest.
Huxley contact form design with fields arranged in a clean, centered layout.
Huxley mobile website layouts showing SANSA product information and the testing process.
03 - The Approach

Key Design Decisions

The design balances a focused product story with clinical credibility, using a single-page structure and a shared visual language across web and collateral.

Simplifying Complex Clinical Messaging

Benefit-led messaging explains the technology while preserving clinical accuracy.

Defining the Parent-Product Relationship

The brand structure gives SANSA® its own identity while maintaining a visible connection to Huxley.

Designing for Low-Friction Adoption

Focused messaging and streamlined navigation help clinicians understand the product and find a next step.

Designing a scalable website built for growth

A flexible single-page structure accommodates changes to product information and future content.

04 - Central UX Concept

Reducing Friction to Enable Adoption

The single-page journey brings the core product explanation into one sequence: what SANSA® is, how it works, and why it matters.

Two Huxley SANSA brochures with patient photography, device imagery, and navy-to-purple gradients.
Huxley website shown on laptop and smartphone mockups to demonstrate responsive layouts.
Huxley SANSA collateral combining feature diagrams, product messaging, and patient photography.
Woman pressing the button on a chest-worn SANSA device while wearing a blue top.
05 - The OUTCOME

A Strong Foundation for Market Entry

Huxley launched with a coordinated brand, website, and marketing toolkit to support clinician conversations and market entry.

10+

Asset types across all touchpoints, from print to digital and beyond

100%

Alignment with FDA and regulatory messaging requirements

20+

Marketing and sales assets created including video, tradeshow booths, brochures, logos, & one-pagers

| Key Insight

For a new diagnostic technology, understanding comes before trust. The product story needed to answer clinicians’ questions as clearly as it expressed the innovation.

Hand holding a smartphone displaying the SANSA interactive product explainer.
Front and back of a Huxley SANSA brochure with clinical information and patient photography.
UX + Strategy: Megan McGuiness, Debbie Oster, Mike white | UI: Megan McGuiness, Kristen Rogers

| Final Takeaway

Designing alongside an evolving product requires room for change. A flexible identity and page structure helped the team update the story as SANSA® developed.

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