MEDLINE
Bringing the OR to life
Art Direction
Bringing the OR to life
Art Direction
Medline needed to replace generic stock imagery with authentic operating room photography. The goal was to showcase both healthcare professionals and products in real clinical settings while reinforcing the brand’s credibility and professionalism. These images would be used across digital, print, and internal communication channels.
Strategy - Art Direction
This project established Medline’s first in-context photography style. The visual system was structured around three types of imagery: portraits of healthcare professionals, general product use in the operating room, and laparoscopy imagery in low-light conditions.
Across all images, shallow depth of field, controlled lighting, and Medline blue as the primary color ensured cohesion and brand recognition. For laparoscopy shots, lighting was reduced to reflect real operating conditions while maintaining consistent angles, color cues, and compositional rules to establish the visual style.
Outcome
Healthcare professionals in action
Products in action
Laparoscopy
Art Direction: Nikoleta Mougkasi
Production: Tim Sportel, Steven Molter
Photography: Jeroen Paling (Glyph Studios)
Lights: Kevin Rijnders (Glyph Studios)
Models: Gulya Sezgin, Michela Toffali, Tim Sportel, Steven Molter, Johannes Kort
