From Concept to Consolidation: The Design Philosophy Behind Eyer

In late 2017, industrial designer Peter Martins von Zweigbergk received a call that would spark a long-term partnership with the newly founded medical- tech startup Phelcom Technologies. 

On the line was CEO and co-founder José Augusto Stuchi, inviting him to shape a vision that would eventually redefine portable retinal imaging. Von Zweigbergk, who already knew the founding trio– Stuchi, Diego Lencione, and Flávio Pascoal Vieira– from previous ventures, was immediately sold. “Two things drew me in: my passion for startups and the sheer potential of the product.” he recalls. “A portable fundus camera that captures high-quality images in minutes without pupil dilation is a game-changer.”

Defining the Identity 

Before sketching a single line, Von Zweigbergk proposed a strategic workshop to align the prototype with a long-term brand vision. He challenged the team on positioning, strategy, and even the product’s original name. It was during these sessions that “Eyer” was born– transforming a promising piece of tech into a cohesive brand identity.

First prototype of the Eyer

Disrupting the Form Factor

Tasked with leading the product design, Von Zweigbergk looked beyond aesthetics. He proposed an architecture inspired by smartphone ergonomics– a radical departure from traditional, bulky medical equipment. 

“At first, clinicians found it unusual. A fundus camera held like a phone was unheard of,” says the designer. “We took the first concepts into hospitals to ensure it wasn’t just ‘cool’– it has to be stable, comfortable, and intuitive enough for a professional to operate with a single thumb.” 

One of the greatest technical hurdles was power. By observing laptop peripherals, the team implemented USB-C power transfer, allowing the device to draw from the smartphone’s system and eliminating the need for a cumbersome secondary internal battery.

Prototype of the Eyer2

Eyer2: Embracing Asymmetry and Evolution 

If the original Eyer was about establishing a new category, the Eyer2 was about refining it for a changing tech landscape As smartphone manufacturers moved cameras from the center to the corners, the Eyer2 had to abandon its signature symmetry. 

“Medical equipment usually relies on symmetry for visual balance,” Von Zweigbergk explains. “For Eyer2, we transitioned to a more ‘technical’ and geometric aesthetic. The sharper lines helped accommodate the asymmetrical layout while signaling that this wasn’t just an update– it was a new generation.” 

He also pushed for a “capture-first, data-later” user journey. He argued that in a fast-paced clinical environment, a doctor should be able to snap a diagnostic-quality photo instantly and worry about the paperwork once the patient is taken care of.

A Global Competitor 

From day one, the goal was to compete with global giants. “If you aren’t a U.S- based company, you have to be twice as good to compete on the same stage,” Von Zweigbergk notes. 

Today, the Eyer platform is a modular powerhouse. The Eyer2 features magnetic attachments, a 4,000 mAh battery capable of 60 exams per charge, and the ability to perform both anterior and posterior segment exams.

A Culture of Excellence

For Von Zweigbergk, the success of Eyer lies in Phelcom’s internal culture. He credits the founders’ willingness to listen, pivot, and treat design as a core business pillar rather than an afterthought. 

“It’s a rare combination,” he concludes. “Partners who perfectly complement one another and are genuinely driven to build something with a lasting global impact.”