Bryan Ayala is a multidisciplinary creative, leveraging design to propel innovative products from concept to market.
Featured Work
$0 – $28M
exit
As the Creative Lead for SEAL, I played a pivotal role in building the brand from its infancy through to its $28M acquisition by Enovis. Over six years, my work spanned every aspect of the brand’s identity and marketing strategy, driving SEAL's growth through consistent, innovative design that resonated with both physicians and investors.
Overview
SEAL’s brand needed to communicate its ability to perform under the most extreme conditions. Drawing inspiration from Formula 1 racing, where speed and reliability are essential, I created a brand identity that echoed these qualities—highlighting SEAL’s commitment to precision and innovation in orthopedic trauma. Both industries require failure-free performance, and I worked to ensure that SEAL’s brand reflected this no-compromise approach. Every detail of the design, from bold geometric forms to clean typography, was crafted to convey the company’s dependability and agility—essential traits for both trauma applications and high-stakes racing.
Designing Speed & Reliability
The brand identity for SEAL was a direct reflection of the high-stakes environments in which it operates. Like Formula 1, where precision and reliability can mean the difference between success and failure, trauma surgery requires absolute confidence in performance. SEAL’s identity was designed to embody these critical attributes. Sharp lines and bold, geometric shapes gave the brand a sense of speed and efficiency, while the minimal, yet powerful color palette projected strength and readiness. The typography was modern and structured, further reinforcing the company’s emphasis on precision and trustworthiness. This visual language not only captured the essence of SEAL’s products but also resonated with physicians and investors who relied on its consistent performance.
Deliverables
Over the course of our collaboration, I developed a cohesive brand system that extended across both digital and physical platforms. I started by designing a distinctive logo and visual identity that would become synonymous with SEAL’s reliability in the orthopedic market. This was followed by building a fully responsive website that served as a vital tool for physicians and distributors, offering an intuitive user experience. For trade shows and new product launches, I created product animations and booth materials, showcasing SEAL’s technology in a way that underscored its high-performance capabilities. Additionally, I produced training videos and technique guides, ensuring a consistent and compelling brand experience for healthcare professionals at every interaction.
Outcome
The brand I built for SEAL became a strategic asset, positioning the company as a leader in the orthopedic trauma space. Through clear, consistent design and messaging, SEAL’s brand conveyed reliability and innovation—qualities that ultimately led to its successful acquisition by Enovis for $28M. The focus on speed, precision, and dependability helped SEAL stand out in a highly competitive market, reinforcing its reputation as a company that delivers under pressure, much like the Formula 1 racing world that inspired its visual identity.
Design as Strategy
The visual identity of SEAL was more than a marketing tool—it was a critical driver of the company’s growth. By building a brand that consistently communicated speed, reliability, and innovation, I helped SEAL secure its place as a trusted leader in orthopedic trauma, culminating in its acquisition and continued market success.
Growing
As the Creative Lead for IntraVu, I was brought on after the prototype stage to build the brand and prepare it for market launch. My work spanned the development of the brand’s identity, messaging, and visual strategy, helping position IntraVu’s innovative needle arthroscope technology for growth and key partnerships.
The Concept
IntraVu’s revolutionary technology reduced the size of a traditional arthroscope by 75%, offering full functionality in a much smaller device. This breakthrough had the potential to dramatically improve diagnostic accuracy, serving as a pre-surgical alternative and offering faster recovery due to less tissue disruption. However, one of the biggest challenges was convincing physicians that the reduced size of the scope did not mean a loss of functionality. Additionally, it was crucial to communicate the benefits to patients, positioning the device as a solution for better outcomes and more comfort.
To address these challenges, I developed a brand centered around the idea of “More through Less”—a concept that highlights how IntraVu’s scope allows for more precise diagnoses, more patient comfort, and more treatment options with less tissue disruption, less recovery time, and less invasive procedures.
Designing More Through Less
The core of IntraVu’s identity was built around the message of achieving more with less. I designed a conceptual logo that transitioned from thick to thin, symbolizing the streamlined nature of the device and its ability to perform at a high level despite its smaller size. The tagline I developed, “Vu More with Less”, perfectly encapsulated this message, reinforcing the brand’s focus on both physician and patient benefits.The brand’s visual language was crafted to communicate clarity and simplicity. The color palette and typography were deliberately chosen to reinforce ease of use, while all visual elements emphasized precision. This approach was key to addressing physician concerns about functionality, while also appealing to patients by highlighting the reduced impact of procedures.
Deliverables
I developed a full brand system to support IntraVu’s market entry. Starting with the logo and messaging, I crafted a scalable visual identity that could adapt to various platforms. I designed and launched a responsive website that catered to both physicians and distributors, ensuring an intuitive user experience. Additionally, I built a rep portal to streamline IntraVu’s sales management and support scalability.For marketing and sales, I created product animations and booth materials for use at industry trade shows, helping to clearly communicate the benefits of the technology. I also produced a range of sales visuals and educational content, including training videos and technique guides, to assist physicians in adopting the technology and understanding its capabilities.
Outcome
The brand I developed for IntraVu has helped position the company for continued growth and key partnerships, setting it on track for future acquisition. By communicating the “More through Less” message clearly and consistently, the brand resonated with both healthcare providers and patients. IntraVu is now well-positioned to expand its market share in the orthopedic diagnostics space, with its strong brand identity playing a key role in its strategic partnerships and long-term success.
Design as Strategy
The IntraVu brand was a strategic tool designed to communicate the transformative potential of the company’s technology. By focusing on the idea of “More through Less,” I ensured that the brand clearly conveyed both the physician and patient benefits, helping the company stand out in the competitive medical device market. This brand identity continues to drive IntraVu’s growth and its potential for acquisition.
SERIES A
Brought on to build the brand identity and visual strategy for HueDx, a company revolutionizing point-of-care diagnostics through AI-driven solutions, I helped position the brand for market growth and adoption. My work spanned the development of the brand’s identity, messaging, and digital assets, ensuring HueDx’s innovative approach to diagnostic testing was effectively communicated to both healthcare providers and investors.
case study COMING SOON
Seed Stage
Brought in to craft a scalable brand identity and strategic messaging for Akili Data, I developed a visual language that aligns with the company’s mission of reducing healthcare inequity through data-driven solutions. By harnessing AI to analyze anonymized patient data, Akili Data empowers communities and healthcare providers to optimize care, ultimately improving global health outcomes.
case study COMING SOON
Growing
Designed a scalable visual identity for a rapidly growing, female-owned primary care practice in New Jersey. Focused on high-end, preventive, and personalized care using the latest evidence-based treatments, the practice sought to differentiate itself in a competitive healthcare market. My role was to build a brand that reflected the practice’s commitment to patient-centered care and innovation while supporting its growth and expansion goals.
case study COMING SOON
STEALTH MODE
Currently in stealth mode, WASP is an emerging competitor in the orthopedic space, set to challenge existing solutions with superior technology. I was brought in to develop a scalable brand identity, along with messaging and visual strategy, to position WASP for its future market entry. My work focuses on building a brand that communicates precision, reliability, and innovation in advanced orthopedic solutions.
case study COMING SOON
I believe that everyone deserves access to quality healthcare.
Throughout my career, I have been dedicated to advancing inclusive healthcare solutions and disruptive technologies that empower clinicians to better serve their patients. I founded Noshen to expand my reach and help companies bring innovative healthcare products to market. My work consistently involves joining companies in their infancy—whether the product is still an idea or ready for commercialization—and guiding them through the critical stages of brand and market development.
My work spans both digital and physical product design, with a proven track record in shaping brands, designing user experiences, and driving product adoption in the healthcare space. With experience across branding, product development, and marketing strategy, I am particularly adept at helping startups build the foundation for long-term success. I work closely with cross-functional teams to ensure that design decisions align with business objectives, regulatory standards, and the specific needs of healthcare professionals and patients.
In addition to my design expertise, I’ve cultivated a robust network within the healthcare industry. I have strong connections with founders, investors, regulatory experts, M&A firms, distributors, clinicians, labs, and hospital systems. This network has been instrumental in driving growth and facilitating successful exits for the companies I’ve worked with.
I am now actively seeking new opportunities to collaborate with healthcare innovators, founders, and teams that are committed to transforming healthcare. Whether through developing compelling brand identities, designing intuitive user interfaces, or crafting strategies for market entry, I am excited to bring my expertise to new ventures. Let’s connect to discuss how I can help your company achieve its goals and shape the future of healthcare.