Implantable Defibrillator Concept

This concept was created to launch a more intelligent Implantable Cardiac Defibrillator (ICD) manufactured by one of the world’s most respected names in medical devices. (Company and brand names changed here.) Before this, most implantable defibrillators caused a disturbing number of false alarms—setting off “inappropriate shocks” so powerful they’ve been described as “feeling like you’ve been kicked in the chest by a horse.” That insight became the inspiration for the brand icon—a toy “bucking bronco” representative of the device’s ability to bring unnecessary shocks “down to size.”