Adding Brand (2020)

Adding Brand (2020)

Matt McGowan

Design, Branding and Additive Manufacture in the production of tangible prosthetic products

Traditionally, prosthetic limb production relied on hand fabrication methods to create custom appendages. However, the advent of 3D printing and digital technologies such as scanning and computational design is transforming this workflow. Matt’s research explores how Peke Waihanga/Artificial Limb Service can use these technologies to enhance service delivery and normalize the acquisition experience for amputees through a branded product range and an online purchasing platform. An internship and close collaboration with Peke Waihanga offered a sound clinical context for the research.

Historically, the prosthetic service industry has overlooked the importance of brand identity, unlike commercial companies that invest significantly in developing a distinct brand to create desirability. The use of AM technology combined with e-commerce platforms enables the tailoring of products to individual tastes and aesthetic choices while maintaining the capability for automated production. This approach promises to make prosthetics more accessible and desirable for the end-user audience.

Two notable products emerging from this research are the Easycover and the Easylimb. The Easycover is a cosmetic prosthetic fairing designed to provide a visually appealing cover for prosthetic limbs. The Easylimb, on the other hand, is a fully 3D-printed below-the-knee prosthetic, showcasing the potential of AM to produce an all-in-one daily activity limb. These products illustrate the feasibility of creating branded, tangible prosthetic products that align with the values and goals of Peke Waihanga.

Societal attitudes towards medical aids are evolving, with end-users now seeking products that serve as fashion statements rather than mere necessities. This shift aligns with Matt’s Master’s thesis, which investigates how design research and additive manufacturing can transform the service industry that supplies artificial limbs. Through collaboration with Peke Waihanga, Matt demonstrates the potential of branded, functional, and desirable prosthetics. As Aaron Johnston, a Peke Waihanga prosthetic technician, noted, “We found patients were more likely to respond and contribute to design development where ideas appear to be complete, tangible, readymade and resemble the expectation of an off-the-shelf product.”