In 2012, Johnson & Johnson purchased Synthes to merge with DePuy and create a medical devices powerhouse. Our challenge was to launch the new company, define a unique point of view and help express that point of view across the business. We repositioned the brand to focus on the solutions the company provides rather than individual engineering feats; created a corporate identity that evokes the sophistication and value of this joining of forces; and applied the new solutions orientation at the commercial level.

Historically, the legacy companies romanced the technology behind individual products. We elevated the conversation from individual products to broader insights. Messaging shifted from the greatness of the products to how they address the practical challenges that a physician encounters. Visually, we moved from depicting products as isolated technologies to showcasing systems in a more humanized context so that physicians could appreciate how they worked symbiotically in service of a desired outcome.

Our work helped drive new conversations with physicians beyond products and foster a greater appreciation for DePuy Synthes’ consultative value and understanding of their needs. Furthermore, it helped integrate two culturally distinct companies, forging a new mindset around solutions and the humanity behind what they do.

The brand was tailored for every division, based on a migration plan to address priority business needs. Every division needed to buy into the new brand and accept the guidance for how to apply it commercially. The brand was rolled out initially through the spine division, then, systematically across the remaining categories starting in 2012, as new materials were required. Tradeshows have been the most prominent way that the brand has been deployed to physicians.

The brand identity gave credibility to the new company in the market. Its sophisticated and elegant tone emphasized attention to detail and the quality engineering behind the products. The enhanced humanism of the brand impressed upon audiences how central people are to its ethos of innovation. By presenting products as integrated systems, the brand effectively changed the conversation in the device space from tools to solutions, and it inspired new and deeper partnerships.

DePuy Synthes represents the largest-ever merger of orthopedic companies, and the brand smoothed the way for significant organizational change.

The brand was adopted across all channels, from tradeshows to digital applications, inspiring employees around the globe to rethink their conversations with physicians, from tools to solutions. Physicians have responded well to the clarity of the communications, and sales reps have applauded the company for the tools they have received. The marketing and communications teams have praised the work for its ability to encourage uptake across the organization and even power efficiencies of up to 20%.