Haselmeier, a leading manufacturer of self-administered injection devices, wanted an injection pen with a brand experience aligned with their own brand - while allowing customisation by the pharmaceutical companies that license it.
I was responsible for defining and applying a visual brand language to the Axis-D platform injector pen. Design concepts were evolved through sketching, 2D renderings and 3D prototypes, collaborating closely with engineers to refine the design. Stringent and regular user testing allowed patient feedback to inform the evolution of the design.
The sketches and 2D illustrations show the evolution of the lead concept - refining proportions, split lines and the prominence of the dose window.
The Axis-D injector was designed with a clear and easily understandable visual hierarchy. All features and functions give prominence to the critically important dose window. Other pens on the market can confuse and distract users with additional information that is not clear - some reveal numbers on the plunger when dialling a high dose, or carry superfluous design features that draw the user’s attention. Axis-D only exposes the selected dose, to prevent confusion.
Axis-D is an elegant and easy-to-use disposable, variable-dose injection device designed for use with a 3 ml cartridge. Its labelling and needle cap can be customised easily by pharmaceutical companies to align with their brand.
Following the successful development of the pen, the team developed the carton and instructions for use to create a harmonious brand experience for patients. I developed the range of concepts, then worked with designers at Team and a packaging supplier to develop the final carton design and IFU.
In 2014 Axis-D was awarded a Good Design Award by The Chicago Athenaeum: Museum of Architecture and Design.
Work undertaken whilst a permanent employee of Team Consulting.
