We are witnessing the birth of a product destined to be remembered as a turning point. We help our clients to choose their design and technical specifications. We allow the logic of the product to develop naturally, enabling the communication strategy to form as a result of this, including the name, slogan, visual identity and story. The result is a collection of marketing tools which represent the natural extension of the very product they are promoting and make for a sales pitch which speaks directly to clients and resellers. Our website doubles up as a simulator which allows the modular identity of the product to shine through thanks to an easy, intuitive, effective configurator. Quite simply, we have invented the natural workspace for sterilization. This is no paradox, but a conceptual challenge which requires an organic communication strategy merging both paper- and web-based tools.