Gesture Technology

In the operating room, surgeons rely on an array of MRI and CT images, but can't navigate through them because the keyboards that control them aren't sterile. As a result, they're forced to scrub out, consult the scans, then scrub back in — precious time when a patient is anesthetized, and expensive at an OR time cost of $60/minute.

GestSure, a Boston-based device company, refined the field of gesture technology to make it accurate enough for critical environments like the OR. GestSure's advanced sensors allow surgeons to interact with their imagery through simple hand gestures.

With only its name set in stone, GestSure approached Penguin to develop a visual identity, key messaging, a website, photography, and a documentary-style video that articulated its rather complex proposition.