Medical Flywheel
2022 – Present
Lead Designer
The power is in your palms
Medical Flywheel utilizes AI-driven biometric motion capture to treat chronic pain. By providing real-time diagnostic data to patients and providers, they reduce reliance on medication and lower costs for self-insured employers. I was brought in to translate their complex technical backend into a premium, human-centric brand experience.
Initial logomark concept sketches
Logomark exploration
Final Medical Flywheel lockup
Challenges
The brand needed to represent the “Flywheel Effect”, the idea of continuous momentum and improvement, without appearing overly clinical or unapproachable to patients.
Process
I began with a deep dive into the concept of kinetic energy and circular motion. I explored typography that balanced technical precision with approachable curves. The color palette was shifted from “standard medical blue” to a high-contrast pairing of deep obsidian and “Innovation Green” to signify growth and energy.
Results
Solution: A modern, scalable logo and visual system that balances technical precision with a friendly, wellness-focused aesthetic.
Takeaway: Straightforward solutions can still yield high-impact results. By simplifying the visual language, we gave a 1986 company a 2026 edge.
Creating a new digital presence for these physical therapists
Biometric skeletal tracking is difficult to explain through text alone. To secure early funding, the founders needed to “show” the invisible data layers the app generates.
Medical Flywheel conceptual pitch video
Page under construction
Challenges
Information Architecture: Organizing four decades of diverse services (SEO, Staffing, TPA, Dev) into a cohesive, non-overwhelming user journey.
Trust vs. Innovation: Creating a visual language that respects their 1986 heritage while looking like a leader in future-tech.
Lead Generation: Transforming a static informational site into a high-performing conversion tool for global B2B clients.
Process
Storyboarded the user journey from physical pain to data-driven recovery.
Integrated UI motion overlays onto live-action footage to demonstrate real-time tracking.
Synchronized a technical narrative with a fast-paced, high-energy soundtrack to mirror the “Flywheel” brand.
Results
A high-impact 90-second pitch video that clarifies the technology’s value proposition for non-technical stakeholders and investors.
Takeaway: A legacy of success is only as strong as its current presentation. By prioritizing clarity over complexity, we turned 40 years of data into a modern growth engine.
Tangible trust
Early-stage fundraising requires a high volume of data-heavy presentations. The company needed a professional “veneer” that made their complex ROI models easy to digest.
Digital Marketing brochure internal layout design
Digital Marketing brochure exterior layout design
Challenges
Information Density: Distilling SDS’s complex service offerings (TPA, IT Staffing, Data Science) into digestible, print-ready formats without overwhelming the reader.
Consistency Across Media: Ensuring the new high-vibrancy digital palette translated accurately to physical CMYK print and presentation projectors.
Sales Enablement: Creating a modular slide deck system that the sales team could easily customize for different industry verticals while maintaining brand integrity.
Process
Designed a modular pitch deck system with custom icons for data points (e.g., cost savings, patient adherence).
Created B2B sales brochures tailored to HR benefits managers and insurance brokers.
Ensured physical and digital assets maintained strict brand consistency to build trust during high-stakes meetings.
Results
A cohesive suite of sales and investor tools that standardized the brand’s voice during their initial outreach and funding rounds.
Takeaway: A brand is only as strong as its weakest touchpoint. By aligning physical collateral with the digital redesign, we created a seamless loop of professional credibility.
medicalflywheel.com homepage scroll through
Creating a new digital presence for these physical therapists
The site had to serve a dual purpose: a technical resource for healthcare providers and a persuasive landing page for corporate partners.
Challenges
Information Density: Distilling SDS’s complex service offerings (TPA, IT Staffing, Data Science) into digestible, print-ready formats without overwhelming the reader.
Consistency Across Media: Ensuring the new high-vibrancy digital palette translated accurately to physical CMYK print and presentation projectors.
Sales Enablement: Creating a modular slide deck system that the sales team could easily customize for different industry verticals while maintaining brand integrity.
Process
Architecture: Developed a dual-funnel user journey for B2B and B2C entry points.
UI/UX: Utilized a clean, card-based layout with high-contrast elements to drive users toward a “Request Demo” call to action.
Responsibility: Optimized for mobile-first viewing, reflecting the app-centric nature of the product.
Results
A modern, responsive web presence that acts as a central hub for the company’s growth, focused on lead generation and technological transparency.
Takeaway: A brand is only as strong as its weakest touchpoint. By aligning physical collateral with the digital redesign, we created a seamless loop of professional credibility.