OdonAssist™
Childbirth hasn't changed much in a century. The tools used to assist it even less. OdonAssist™ is the first genuinely new approach to assisted vaginal delivery in over a hundred years. MNHI wasn't just launching a product. They were asking a deeply clinical profession to trust something it had never
seen before.
The Tension
A brand entering one of the most intimate moments in human experience had to earn its place twice over: credible enough for the clinician, warm enough for the mother. Too clinical and it vanishes into a category drowning in cold blue authority. Too soft and it doesn't survive the exam room.
seen before.
The Tension
A brand entering one of the most intimate moments in human experience had to earn its place twice over: credible enough for the clinician, warm enough for the mother. Too clinical and it vanishes into a category drowning in cold blue authority. Too soft and it doesn't survive the exam room.
2025
Brand Design
Art Direction
Visual Identity System
Photography Direction
Digital
Brand Design
Art Direction
Visual Identity System
Photography Direction
Digital
The Work
As Design Lead at Cummins & Partners NYC, I built the complete visual identity for both OdonAssist™ and parent brand MNHI. The logomark referenced the device's J-shaped insertion motion: a curved cradle that also evokes holding a newborn. Colour balanced authority and warmth. Photography moved away from sterile clinical settings toward real moments of care and connection. A dual brand architecture let OdonAssist™ and MNHI appear together or stand alone depending on the context.
As Design Lead at Cummins & Partners NYC, I built the complete visual identity for both OdonAssist™ and parent brand MNHI. The logomark referenced the device's J-shaped insertion motion: a curved cradle that also evokes holding a newborn. Colour balanced authority and warmth. Photography moved away from sterile clinical settings toward real moments of care and connection. A dual brand architecture let OdonAssist™ and MNHI appear together or stand alone depending on the context.
The Impact
A complete identity system now in its fifth version, with comprehensive brand guidelines covering logo, colour, typography, photography direction, and collateral templates. Built to scale consistently across clinical settings, institutional communications, and patient-facing moments without losing coherence or humanity.
A complete identity system now in its fifth version, with comprehensive brand guidelines covering logo, colour, typography, photography direction, and collateral templates. Built to scale consistently across clinical settings, institutional communications, and patient-facing moments without losing coherence or humanity.
Client: MNHI
Agency: Cummins&Partners NYC
Design Lead : Joel Orlandini
Chief Creative Officer: Sean Cummins
Copy Writer: Pepa Cummins
Digital Lead: Julian Breheny
Managing Director: Louis Lunts
Agency: Cummins&Partners NYC
Design Lead : Joel Orlandini
Chief Creative Officer: Sean Cummins
Copy Writer: Pepa Cummins
Digital Lead: Julian Breheny
Managing Director: Louis Lunts