WEB DESIGN // CONTENT PRODUCTION
The Actualway has existed since 2005. It manufactures devices médicos (cadeiras de diálise, cadeirões de quimioterapia, marquesas clínicas) é a company with 100% português capital, certificações ISO 9001 and ISO 13485, and distributors in 52 países. The logótype has more than 20 years and the client wanted to keep it because they feel it is not yet the time to change it.
However, we had a different problem, and, in our experiência, more common than it seems: a company with substância real, presença international and solid technical credenciais, but whose digital platform não told this história to ninguém.
A medical device manufacturer that works with distributors in dozens of countries largely lives on B2B commercial relationships. In this context, the website is not a showcase; it is the business card that the distributor consults before replying to the email, it is the proof of existence that a hospital purchasing manager checks before scheduling a meeting.
Actualway had the product, the certifications and the experience. What it lacked was a digital platform capable of demonstrating it to someone who still didn't know it.
The program Coaching 4.0 — Support for Business Models for the Digital Transition, of the Recovery and Resilience Plan of the European Union, created a concrete opportunity to address this in a structured manner. Not with a “quick think”, but with a platform designed from the ground up for the international market where the company already operates.
Actualway's target audience is not the health technician who uses the chair. It is the distributor in Berlin or São Paulo, the purchasing manager of a hospital group, the manager of a private clinic who needs to ensure regulatory compliance and supply continuity. Profiles that, when they arrive at a website, are making a silent assessment: does this company have the capacity to be my supplier?
The information architecture was designed to answer this question before it is asked, with a clear hierarchy among product ranges, accessible certifications, and a direct path to commercial contact. No noise, no friction.
The website was built with multilingual support, because a company present in 52 countries cannot rely on a single language to reach its distributors and clinical partners.
A dialysis chair is not sold with stock‑photo images. It is sold with images that show the manufacturing quality, the finishing details, the comfort the piece provides during a four‑hour clinical session.
ActiveMedia secured the production of product photography and video of the equipment, and now Actualway has a content archive that serves the website, catalogs, commercial presentations, and presence at international trade fairs, where Actualway regularly participates.
There is a trend in digital design to assume that transformation implies a radical visual change. This project showed the opposite.
Actualway wanted to preserve its logo and, although at the time our desire and advice were different – it was the right thing to do. A brand with 20 years of history, recognized by distributors in dozens of countries, does not need to reinvent itself; it needs to become more legible to those who are not yet familiar with it. The work was this: not to change what the company is, but to create conditions so that anyone, in any market, can perceive it at first glance.
Ultimately, this is the work that interests us, not design for design's sake, but design as a tool for growth.
Remote First, based in Lisbon, Portugal, we design for the world
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