Holistic brand experience
The right touchpoints for a new medical supply store culture

• #RESEARCH & STRATEGY

• User research and competitor analysis

• Development of an omnichannel strategy

• UX workshops and co-creation with key stakeholders

• Derivation of the customer journey and service concepts

• #VISUAL DESIGN

• Development of brand essence and brand values

• Positioning of the SMINA brand within the Auxilium Group

• Definition of tone of voice, communication style, and target audience approach

• Creation of a comprehensive brand guide

• Brand architecture including the sub-brand Moveloop

• Design of a shop-in-shop concept for retail branches

• Development of packaging design for private-label products

• #DIGITAL DESIGN

• Concept and UX design for the advisor and customer portals

• Development of information architecture and content structure

• Creation of a scalable online platform with shop and content hub

• Implementation in agile sprints (Scrum)

• Technical integration, CMS setup, and API connection

• Focus on accessibility, performance, and scalability

Before SMINA could take shape, it was essential to understand what people truly need, expect, and miss. During an extensive research phase, qualitative interviews were conducted and mystery shopping took place in medical supply stores. The insights were clear: missing touchpoints, unclear communication, and an overall experience that no longer met modern expectations.

For ARS, this marked a strategic fresh start. The goal was not merely to create a digital offering, but to build a holistic brand experience that engages users at every stage of their customer journey – from the first point of information to the actual service experience. The omnichannel approach thus became the central strategic guiding principle: connected, accessible, and future-oriented.

Based on the research insights, an independent brand identity was developed in co-creation workshops. At the core stood one guiding question: What makes SMINA empathetic, distinctive – and relevant to customers? Together, a brand strategy was created that defined a clear positioning, tone of voice, and design principles.

SMINA was meant to take a stand – while remaining approachable. More emotional than its competitors, yet never arbitrary. This foundation became the strategic backbone of the brand, reflected not only in language and design but consistently extended across every touchpoint – from the digital platform to product packaging.

The brand unfolds through consistently developed touchpoints. In the physical retail space, we designed a shop-in-shop interior concept for medical supply stores. This was complemented by customer journey concepts, for example for the purchasing process of orthopedic supports. In this way, SMINA evolved into a brand that resonates – across all channels.

The first tangible expression of the brand emerged in the digital realm: a customer and advisor portal serving as the core of the customer journey. In an innovation sprint, we collaborated with the client to develop the concept, test prototypes, and translate the structure into a cohesive visual design system.

In parallel, an online platform was created – featuring an integrated shop, content hub, and connections to existing systems – all implemented within an agile Scrum process. Visual design, UX writing, accessibility, and technical scalability were consistently considered throughout, resulting in a platform that not only looks good, but truly works.