Ethicon Endo-Surgery operates in a dynamic, quickly changing industry, and recognised the need to create a strong brand foundation. We partnered together to determine the brand situation and opportunity, development of a brand strategy, and together we created the brief - develop an identity that will convey the very human nature of a company operating in a very sterile field.

A full concept exploratory of different identity directions determined the final identity, which very carefully conveys the balance of humanity and technology.

The use of clean design, with an emphasis on white and gray convey our technological foundation. Dots represent people - the people of EES and our broader community - presented in the logo and in a carefully constructed dot pattern strategy. Photography is human scale, the viewer is in the scene, with an unblinking yet soft style. Our written communications have a defined voice, that is conversational and human, even while explaining very scientific and functional information.

The new identity was launched to the internal audience in March 2010, and is quickly gaining traction. A testament to its success has been that the initial reluctance towards change has exploded into widespread adoption - the introductory video, emailed with the internal launch message, received 1300 hits the first week and counting. Some have confessed to watching the video three and four times because they were so inspired. The team is anticipating continued success with the external launch in April 2010, as Ethicon Endo-Surgery unveils the identity and looks forward to the next stage of life.