Inovytec is a start-up specializing in the development and production of medical devices for emergency treatment both in and out of the hospital. The message to save lives in the field even before reaching the hospital is directed at institutions of hospitals and organizations around the world. To accomplish this task, a visual language was chosen that conveyed clarity and interest through icons that clarified the advantages of the company’s products. The language is reflected in all of the company’s marketing products, as well as in the design of the company’s booth at the annual Medica exhibition, and through a responsive informative new website.