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

SMINA is not about a single project, but about building a new brand with substance – digitally, physically, and user-centrically thought out. The process began with in-depth user research: qualitative interviews, market observations, and mystery shopping provided real insights into needs, hurdles, and opportunities. Based on this, joint workshops were held to develop a brand strategy that defined the positioning, tone, and target image of the new brand. From the outset, we conceived SMINA as a networked system – all measures, from the consultant portal to the packaging to the website or micropage, are designed as interconnected touchpoints. Thus, a strategic idea was transformed into a flexible brand experience that unfolds consistently across channels and formats.

• #RESEARCH & STRATEGY

• User research and competitor analysis

• UX workshops and co-creation

• Derivation of the customer journey and service concepts

• #VISUAL DESIGN

• Development of brand essence and brand values

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

• Creation of a comprehensive brand guide

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

• Development of packaging design

• #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

The first step in developing SMINA was to understand what people really need, expect, and miss. This involved conducting qualitative interviews and mystery shopping in medical supply stores during an extensive research phase. The findings were clear: missing touchpoints, unclear communication, and an overall experience that did not meet today's standards.
For the client, this meant a strategic new beginning. The goal was not only to create a digital offering, but also a holistic brand experience that would engage users at every stage of the customer journey – from initial information to the actual service experience. The omnichannel approach thus became the central strategic theme: connected, accessible, and forward-looking.

Based on the research results, a unique brand identity was developed in co-creation workshops. The focus was on the question: What makes SMINA empathetic, different, and relevant to customers? Together, a brand strategy was developed that defines clear positioning, tonality, and design principles.

SMINA should show attitude, but remain accessible. More emotional than the competition, but not arbitrary. This formed the basis for a strategic foundation that is not only reflected in language and design, but has also been consistently developed in every touchpoint, from the digital platform to product packaging.

In brick-and-mortar retail, we developed a shop-in-shop interior concept for medical supply stores. This was supplemented by customer journey concepts, for example for the bandage purchasing process. As a result, SMINA became a brand that works across all channels.

The first visible implementation of the brand was created digitally: a customer and consultant portal that serves as the centerpiece of the customer journey. In an innovation sprint, we developed the concept together with the customer, tested prototypes, and transferred the structure into a visual design system.

At the same time, a scalable online platform with a shop, content hub, and connection to existing systems was created—implemented in an agile Scrum process. In addition to the visual design, we also took care of the technical implementation: from CMS setup and API connection to high-performance front-end development.
Accessibility, performance, and scalability were key guidelines from the outset. Even after the launch, we continue to support the platform with updates, monitoring, and technical development.