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Smart Design announces 2010 Medical Design Excellence Award win for Cimzia Packaging project

  • Cimzia packaging system for UCB wins more international design awards
  • Patient-centric approach drove innovation in Cimzia prefilled syringe and package
  • MDEA award ceremony today at MD&M East Show in NY

New York, NY (June 9, 2010)Smart Design is pleased to announce that the recently designed Cimzia packging system is being honored with a 2010 Medical Design Excellence Gold Award (MDEA) today at the Medical Design and Manufacturing (MD&M) East Conference and Exposition at the Jacob K Javits Convention Center in New York City.

Two unique brands came together to form the groundbreaking Cimzia platform. UCB, a global biopharmaceutical company, partnered with OXO International and their much-loved Good Grips brand to create a new, patient-friendly syringe and packaging system that would help make injections easier for those rheumatoid arthritis patients, especially those with limited dexterity.

OXO, the housewares company known for a dedication to the principles of Universal Design, brought in their longtime design partner, Smart Design to lead the team in designing all the elements of the new Cimzia packaging components (the syringe itself, the packaging, and the accompanying guides.)

Davin Stowell, CEO and founder of Smart Design, explains the approach. “The design team immersed themselves in the world of people who live with RA in order to really understand their experience with limited dexterity. We developed a syringe and packaging components designed specifically for RA patients. We aimed to make patients feel more in control during the process of self-injection, and more empowered, instead of reminding them of their illness.”

Cimzia’s friendly packaging not only aims to promote compliance but also to provide a positive, caring user experience. A curved front panel allows fingers to slide under and lift it open. Following three easy steps, the design leads users through a thoughtful and straightforward process. The tray accommodates a wide range of patients’ dexterity limitations when removing the syringe. The information hierarchy is clear and concise with a personal, conversational tone that is human and respectful.

In addition to the MDEA honors, the Cimzia packaging system has won a red dot communication design award in 2009 and an iF Communication Design award for 2010.

The Medical Design Excellence Awards competition is organized and presented by Canon Communications LLC (based in Los Angeles) and is the only awards program that exclusively recognizes contributions and advances in the design of medical products. An impartial, multidisciplinary panel of third-party jurors who have expertise in biomedical engineering, human factors, industrial design, medicine, and diagnostics performed a comprehensive review of the entries. The 2010 jury selected 39 winners in 10 medical product categories.


Notes to editors:

About the Medical Design Excellence Awards (MDEA)
The Medical Design Excellence Awards competition is organized and presented by Canon Communications LLC ( and is the only awards program that exclusively recognizes contributions and advances in the design of medical products. Entries are evaluated on the basis of their design and engineering features, including innovative use of materials, user-related functions that improve healthcare delivery and change traditional attitudes or practices, features that provide enhanced benefits to the patient, and the ability of the product development team to overcome design and engineering challenges so that the product meets its clinical objectives.

About Smart Design

Smart Design has been turning insight and innovation into successful consumer experiences for 30 years. Our strategic approach integrates product and brand to ensure winning solutions. Smart Design’s consistent results are delivered by our multi-disciplinary, international staff working in teams across offices in New York, San Francisco, and Barcelona.

About OXO

Founded in 1990 on the concept of Universal Design, OXO's mission is to create consumer household products that ease the tasks of everyday life for the widest range of users possible. Since the original 15 items were introduced, the OXO collection has grown to more than 800 strong covering areas for cooking, cleaning, gardening, storing, organizing and lighting. Today OXO Good Grips products are sold in 54 countries and are included in the permanent collections of numerous museums. The company has won more than 100 design and business awards worldwide. OXO is very frequently used as a case study on how a well-executed Universal Design philosophy can be a successful business strategy. OXO is owned by Helen of Troy Limited, a leading designer, producer and global marketer of brand-name personal care and household consumer products.

About UCB
UCB, Brussels, Belgium ( is a biopharmaceutical company dedicated to the research, development and commercialization of innovative medicines with a focus on the fields of central nervous system and immunology disorders. Employing approximately 10,000 people in over 40 countries, UCB generated revenue of EUR 3.6 billion in 2008. UCB is listed on Euronext Brussels (symbol: UCB).