brief
This was a live brief with Dyson focused on B.O.B by ActMedical, the latest James Dyson Award-winning product designed to stop bleeding from penetrative wounds, such as those caused by stabbings or shootings. As a paired project, we were tasked with naming the product, defining its classification, developing the branding, creating marketing strategies for both primary and secondary audiences, and designing the full packaging system. Throughout, we worked collaboratively while carefully considering the sensitivity of the subject and the critical role of first responders.
solution
Our response was DiP (Direct Internal Pressuriser) for penetrative wounds, a name derived from ActMedical’s own description of the product and used directly within its classification. We took a straightforward, functional design approach to ensure usability in emergency situations. The primary audience was police forces, specifically chief constables, targeted through the UK government security event. Our secondary audience was security guards, reached via a partnership opportunity with the UK’s leading stab vest provider. To differentiate between the two groups, we developed a flipped colour palette.
