The NovaRay Scan Cath system is an innovative cardiac catheterization system that improves image quality, reduces radiation dose, and provides more accurate depth-of-field information with 3-D capabilities in an open patient access system. StudioRed was commissioned to come up with a conceptual look and feel for the device that would carry into the next phase of marketing. The challenge was to take the complex system of varying parts and create an aesthetic that would tie the system together while optimizing for both patient comfort and clinician ergonomics.