ViTAA Medical Solutions
The Science Was Ready. The Brand Wasn't.
ViTAA Medical Solutions is rewriting how vascular surgeons assess aortic aneurysms. Their AI-driven platform moves away from the population-based size thresholds that have governed treatment decisions for 50 years, providing surgeons with patient-specific tissue analysis to predict rupture risk before it becomes a crisis. The technology was years ahead of standard clinical guidelines. The brand wasn't. When ViTAA came to Waltz, their logo had been pulled from stock, their website hadn't kept pace with the company's growth, and they were approaching their first FDA submission with investors watching and a vascular surgery community to reach. They needed a brand equal to the science, credible to two very different audiences, and built for the market leadership position they were about to earn.
-
Capabilities
- Brand Strategy
- Creative Strategy
- Content Strategy
- Brand Identity
- Web Design + Development
- Social Media
- Event Marketing
-
Deliverables
- Logo + Messaging
- Website
- Product Brand Architecture
- Trade Show
- Collateral
- Presentation Decks
- Social Media
- Video
Positioning Statement
Not a rebrand. A foundation.
ViTAA's technology doesn't treat patients by population averages. It reads each patient's anatomy individually and predicts their specific risk with a precision that half a century of clinical guidelines can't match. The brand needed the same logic: nothing borrowed, nothing generic, everything built specifically for who ViTAA is and where they're going. That meant solving a structural problem, not just a visual one. Vascular surgeons and investors were looking for completely different things from the same brand. The answer wasn't two separate experiences. It was one layered system built to serve both. And that system had to be built to scale, from initial product offerings to a full family, from first FDA clearance to the market leadership position ViTAA was actively working toward.
Research
A category without a visual leader. Audiences who would know the difference.
The vascular AI space was visually scattered. Competitors ranged from conventional medical-device aesthetics to generic tech-startup styling, but no company had staked out a premium, AI-forward visual identity that matched where the category was actually headed. For a company challenging clinical guidelines that hadn't meaningfully changed in 50 years, blending in wasn't an option. ViTAA's audiences sharpened the brief further. Vascular surgeons perform 60 to 70 percent of AAA (abdominal aortic aneurysm) cases in the United States. They are detail-oriented and evidence-driven, attuned to whether a company looks like it belongs in their world. For investors, often without deep clinical context, the need was different: grasp the market opportunity quickly and trust the team behind it. What both audiences shared was a need for credibility. The differentiator that set ViTAA apart deserved a brand strong enough to carry it: fifteen years of real human tissue data from open repair surgeries, informing an algorithm built on actual anatomy rather than population averages. No competitor could claim that foundation. The brand had to make it clear.
Strategy
The science was the strategy.
The core strategic insight came from ViTAA's own technology. For 50 years, clinical guidelines treated every patient the same. ViTAA's platform does the opposite: reading individual anatomy, predicting individual risk, informing individual decisions. The direction was clear. Nothing borrowed from industry convention. Everything derived from the science.
That shaped two decisions made in parallel. The first was visual: a dark, AI-forward aesthetic that positioned ViTAA as a technology company operating at the frontier of medicine, not a conventional medical device manufacturer. The second was structural: rather than building separate paths for vascular surgeons and investors, the strategy called for a single, layered system in which clinical depth was available to those who needed it and a clear market narrative was accessible to those who didn't. Both audiences could navigate the same brand and find what they were looking for.
The positioning followed directly. ViTAA wasn't entering a space. They were naming one. The tagline "Precision. Illuminated." carried the whole story: the precision-medicine approach that defines ViTAA's technology, and the illuminating power of giving surgeons insight into each patient's individual anatomy they wouldn't otherwise have. The tagline worked for a surgeon evaluating clinical evidence and an investor evaluating a market opportunity. The brand had to carry both.
Ideation
Start with the V.
BIG IDEA: Virtual touch, made visible.
Every element of the ViTAA identity traces back to a single mark. The V, built from stacked, multi-stroke gradient lines, reads simultaneously as a fingerprint, an arterial branching pattern and a touch-point. A fingerprint for individual patient identity, the precision medicine principle at the center of everything ViTAA does. An arterial branch for the clinical domain. A touch-point for virtual touch, the foundational concept behind ViTAA's name. Three meanings in one mark, each inseparable from the science. The same principle ran through the rest of the identity: the color system, the graphic language, the product architecture. Nothing invented. Everything discovered in the science.
Following an initial concept development phase, three executional directions brought the chosen approach to life. Organic vascular-inspired dot mesh structures balanced clinical precision with approachability and a bit of AI-magic, using cooler blues, bright neon green and a pop of red to replicate what is seen on the product maps. Additional rounds of refinement dialed in the final color treatment for the logo and established the foundation for the look and feel of the website and subsequent projects.
Execution
-
Deliverables
- Logo + Messaging
- Website
- Product Brand Architecture
- Trade Show
- Collateral
- Presentation Decks
- Social Media
- Video
The identity didn't stop at a logo. From the V mark outward, Waltz built a complete brand system designed to flex across every surface ViTAA would need: trade show booths and clinical handouts, investor-facing decks and a website. The approach was systematic: establish the core identity, build the product architecture and then extend consistently across every channel and format. Each new deliverable was an opportunity to deepen the brand, not just apply it. The result was a system that any team member could pick up, in any context, and still read unmistakably as ViTAA.
Before
After
Rebrand
The previous logo was the starting point, a placeholder that predated the company's ambition. What replaced it was built entirely from the inside out. The V mark, multi-stroke and gradient-filled, reads simultaneously as a fingerprint, an arterial branching pattern and a touch-point, encoding the full brand promise in a single element. The color system was drawn from ViTAA's own AI platform, where each hue maps strength and vulnerability in arterial tissue, bringing the same visual language surgeons see in the clinical interface to every brand application.
Company and Video Brand Guidelines
Brand guidelines began as a one-pager, a deliberate choice for a company moving fast through the pre-commercialization window. As the brand expanded, the guidelines expanded with it, covering the full identity system, color usage, typography, graphic elements and application standards. Video brand guidelines were developed separately, giving the team clear direction for motion and multimedia as ViTAA's content needs scaled.
Products
ViTAA's current product portfolio includes three offerings, with additional indications in development. Rather than letting them evolve into separate identities, Waltz built a master-brand-led architecture designed to scale: ViTAA above, AiORTA as the product family wordmark, with Plan, Watch and Maps as descriptors. Each lockup is available with and without the V mark, giving the team flexibility across UI, sales decks, clinical materials and investor presentations, while keeping everything connected to the parent brand. The system was built to grow with the company.
Events
The Veith Symposium is the premier event in vascular surgery, a five-day annual gathering that has convened the field's leading specialists for more than 50 years. Its founder, Dr. Frank J. Veith, performed the first minimally invasive aortic aneurysm repair using a stent graft in the United States and is widely considered the most influential voice in the specialty. He is a member of ViTAA's Board of Directors.
In November 2025, ViTAA hosted a dedicated, non-CME session at the Veith Symposium: "Tissue-Validated AI-Based Intelligence in Aortic Care." Nine leading voices in vascular surgery presented clinical findings, case studies and research on ViTAA's technology. Waltz supported the event end-to-end. Pre-event, that meant a promotional flyer, event signage, eblasts, clinical and webinar handouts and fully designed presentation slides for each speaker, built from content provided by the presenters. Post-event, Waltz edited the recorded session footage, pairing each presentation with its slides to produce individual standalone videos and a complete recording of the full 90-minute session. All were published to the ViTAA website, extending the session's reach well beyond the conference floor. The trade show booth, pop-up banners and tablecloth completed the brand's physical presence throughout the venue.
Print Collateral
Print and digital business cards and email signatures put the brand in the hands of the ViTAA team for every professional interaction. Conference materials, clinical trial handouts and presentation materials gave surgeons something credible to take away. Every piece was built to the same standard: premium enough to reflect the technology, practical enough for clinical environments.
Social Media
Social content maintained ViTAA's presence and credibility in the vascular surgery community between events and milestones. Monthly conference announcements, event-specific posts and milestone content, including the FDA press release and team announcements, kept the brand active and visible on LinkedIn. Branded LinkedIn assets, including profile graphics and cover images for the company page and team members' personal profiles, ensured the brand showed up consistently across ViTAA's entire LinkedIn presence.
Website
The website project began with a full content audit, content architecture and sitemap development before any design began. Waltz then wrote all of the website copy, translating ViTAA's complex AI technology into language that could reach vascular surgeons evaluating clinical evidence and investors evaluating a market opportunity, without losing the rigor either audience required. Understanding a technology this complex and making it accessible without oversimplifying it were among the most significant contributions Waltz brought to the engagement. From that content foundation, the build was wireframe-first, establishing a library of repeatable modules that gave the site visual consistency and room to scale. The first phase launched fast. Phase two, built on the same modular foundation, expands the depth. Custom iconography, the brand's dark aesthetic and interactive motion brought ViTAA's precision AI character into the digital environment in a way stock medical imagery never could.
RAW Talk
ViTAA wanted a dedicated platform for candid, unfiltered conversations with leading voices in the vascular surgery community. RAW Talk was built as a distinct event sub-brand with its own visual identity designed to signal exactly that energy. The chat-bubble lockup with a wireframe-grid "RAW" wordmark nods to the unfiltered character of the conversations, and the system flexes across light, dark and gradient backgrounds for use across event environments and promotional materials. For the inaugural event, Waltz led the creative direction end-to-end: developing a pre-production direction deck, providing on-site art direction and delivering custom graphics, including lower thirds and branded intro and outro sequences for post-production. The brand and the series are designed to grow together, with more events planned as the thought-leadership platform expands.
Results
Built for this moment.
TAKEAWAY: When the FDA clearance arrived, so did the brand.
In November 2025, ViTAA received FDA clearance for AiORTA Plan, their first cleared product. The brand Waltz built was there to meet it: a complete identity system, a live website, a conference presence and an active social channel all carrying the same message and visual authority. That same month, nine leading vascular surgeons presented clinical findings on ViTAA's technology at the field's most prestigious gathering, a signal that the clinical community was paying attention. The website is now reaching vascular surgery and investor communities across North America, Europe and Asia, the core markets for advanced vascular care. In the brand's first twelve months, ViTAA added more new LinkedIn followers than any direct competitor in the vascular AI space. With their next FDA clearance on the horizon and a product portfolio built to grow, ViTAA is equipped with the brand infrastructure the next chapter requires.
4x
LinkedIn impressions in the six months after the website launched compared to the six months prior, as brand and digital platform began working together.
50%
Of all website sessions are engaged sessions, meaning visitors are actively reading and exploring the content rather than arriving and leaving.
1:12
Average time visitors spend on the site per session, well above the industry benchmark of approximately 52 seconds, reflecting genuine engagement from a clinical and investor audience working through complex content.
1,567
New LinkedIn followers in the first twelve months following the rebrand, more than any direct competitor in the vascular AI space over the same period.
Waltz Creative played a pivotal role in ViTAA Medical's transformation from a promising startup into a recognized leader in AI-driven vascular imaging.
From the moment we began working together, they immediately understood our technology, our science, and our long-term vision, something that is rare in a highly technical medical field. They completely reimagined our brand, website, and digital presence, helping us evolve from a startup appearance into a world-class organization positioned for scale. Their work dramatically increased our visibility across the vascular community and helped us communicate complex technology in a clear, compelling way.
What makes Waltz different is that they don't just deliver creative, they help shape strategy. They organize ideas, refine messaging, and bring a level of clarity that accelerates growth. At this point, they are far more than an agency to us; they are a true extension of the ViTAA team and a meaningful contributor to the momentum and recognition we've achieved in the industry."
Bob GruberChief Commercial Officer, ViTAA Medical Solutions
ViTAA came to Waltz as a pre-commercialization company with a technology years ahead of its brand. The brief was to build something worthy of the science, credible to vascular surgeons and investors alike, and ready for the moment the company was working toward. That moment arrived in November 2025. As ViTAA moves toward its next FDA clearance, expands its product portfolio and deepens its presence in the global vascular surgery community, the brand is built to keep pace.
