Campaign concept and content

Advancing UV-C high-level disinfection.
Faster, more efficient workflows.

The UV Smart D60 and D45 launch introduces ASP's expanded UV-C high-level disinfection portfolio, bringing automated, chemical-free disinfection to compatible medical probes while supporting efficient workflows and traceability.

The headline is proposed campaign copy, not an approved clinical claim or finalized tagline.

Campaign overview
Client
Advanced Sterilization Products (ASP)
Products
UV SMART™ D60 System · UV SMART™ D45 System
Campaign
UV Smart product launch · D60 and D45
Objective
Introduce the UV Smart D60 and D45 systems, build product awareness, and communicate their role in supporting efficient high-level disinfection workflows.
Audience
Sterile Processing · Infection Prevention · Cardiology / Cath Lab
Language
English (US)

The objective is a proposed campaign direction and must remain editable until approved.

The challenge

High-level disinfection needs to keep pace.
Without compromising confidence.

Healthcare teams face ongoing challenges in medical probe reprocessing, including turnaround times, operational complexity, equipment availability, and the need for consistent documentation.

The UV SMART™ D60 System provides automated, chemical-free UV-C high-level disinfection for compatible transesophageal echocardiography (TEE) probes, supporting efficient workflows and cycle traceability.

The UV SMART™ D45 System provides automated UV-C high-level disinfection for compatible wired ultrasound probes, helping healthcare teams streamline disinfection processes.

Together, these technologies expand ASP's high-level disinfection portfolio and support its continued commitment to infection prevention.

The big idea

The campaign promise

To be developed and approved with ASP.

Campaign tagline pending approval.

Key messages

One launch. Three audiences.

Sterile Processing

Focus on workflow efficiency, consistency, and streamlined disinfection processes.

Infection Prevention

Focus on validated high-level disinfection processes, documentation, and traceability.

Cardiology / Cath Lab

Focus on TEE probe availability, turnaround time, and efficient clinical workflows, specifically for the D60 System.

These are proposed messaging directions, pending ASP approval.

Visual direction

Designed around ASP.

The campaign will follow ASP's existing visual identity, combining its signature plum and green palette, refined typography, clean medical technology imagery, and Advancing Bars graphic system.

Colour

ASP Plum
ASP Green
ASP Gray
White

Typography

Advancing UV-C high-level disinfection.

Body copy, labels, navigation and interface text in Arial, Helvetica, sans-serif.

Sources & reference materials
  • ASP Brand Guidelines
  • UV Smart D60 Product Brochure
  • D60 & D45 Deliverables
  • ASP official product information

Pending creative approvals

  • Final campaign headline
  • Big idea and tagline
  • Audience-specific key messages
  • Approved clinical claims
  • Final visual direction