Bolt

Bolt is a disruptive surgical navigation system on a mission to provide superior clinical outcomes for any surgeon, anywhere in the world. The product needed a name, an identity and a digital presence that was representative of the team's story and aspirations.

Designed at 829

White Bolt logo on a blue background
4th generation ipod touch displaying an x-ray image of a spine
White Bolt symbol on a black background

Brand Identity

The abstract Bolt symbol depicts navigation, precision, and the vertebrae of a spine. While the color palette and typography system embodies the minimalist and modern characteristics of an innovative tech product.

White

Black

Blue

Black Usual Medium type specimen on a black background for Bolt

Usual Medium

Black Usual Regular type specimen on a black background for Bolt

Usual Regular

Brand Positioning

The research identified Bolt as the most user-focused device on the market, so the brand was positioned as the only surgical navigation system that puts the surgeon in total control.

Bolt's brand promise of 'Total Control', in white text on a black background
GIF displaying three white arrow patterns on a black background for Bolt
Blue Bolt icon set on a white background

Website Design

Media assets were extremely limited, since Bolt was a start-up launching in the middle of a global pandemic. Subsequently, a curated approach was taken to the new website; balancing clean layouts with consistent messaging and a cohesive marketing strategy.

Desktop 'Homepage' for the Bolt website
Desktop 'Product' page for the Bolt website
Mobile 'Product' page for the Bolt website
Desktop 'Benefits' component for the Bolt website
Desktop 'Demo' page for the Bolt website

© Dan Fleming