The project: Introduce a new line of clinical microscopes—which are a significant upgrade from the previous Nikon models.

Client: The Nikon Microscope Solutions unit is a part of the Nikon Healthcare Business Division of the Nikon Group of companies. The Microscope Solutions unit is focused on serving customers in research, biotech/pharma, the clinical laboratory, and education with industry leading microscope-based imaging solutions. 

Goal: Develop the advertising for Nikon’s new line of Ci clinical microscopes.

Key thought: The Ci is the culmination of years of product development—perfectly advanced to meet the clinical lab’s needs.

• Improved ergonomics— new placement of the focus stage. Closer to the ground, eyepiece tube in same place. Zero strain—no crouching. 
• Better view-  better illumination (enhanced LED and flyeye lenses), no eyestrain. Leads to much easier, faster diagnosis.

Target market: Lab Directors, Lab Techs and Lab Administrators.

My role: Design the materials: art direction, design and headline copy.