GT Metabolic

GT Metabolic was building a magnetic compression system, a pair of swallowable magnets that form an anastomosis without incisions, sutures, or staples. It was a real shot at changing bariatric surgery. The company was moving through funding rounds and positioning itself as a contender in the metabolic space. The digital presence didn't match. A dated WordPress site, mostly password protected, with branding that undersold the science. Before the next round of conversations, they needed the house in order.

Their CMO brought us in. I'd worked with him at a previous medtech startup, one that went on to one of the largest medtech exits the city had seen, and he wanted to run the same playbook here. Our creative team rebuilt the logo and brand. I owned the information architecture, the UX, and prototyping, and I expanded that new brand into a working design system the site could actually stand on.

The old site hid a bold product behind a timid interface, so I pushed hard the other way. Deliberate, confident use of the brand color to make the company read as a leader rather than a hopeful startup. A clean, modern system that felt clinical-grade without going cold. Movement and microinteractions that made a genuinely complex surgical procedure feel clear and premium as you moved through it.

We shipped the full site design and moved toward development. Then the company's budget priorities shifted mid-cycle and the build was shelved before it went live. The designs were done. The timing wasn't. The device went on to earn FDA authorization, which was the whole bet from the start. This version of the site just never got to make the case.