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- MEDICAL
- Everest
- Johnson & Johnson
- Smith & Nephew
- CONSUMER
- Dove
- Dell
- First Years
- INDUSTRIAL
- EF Johnson
- Gilbarco
- Motorola
Meaningful Differentiation
Smith & Nephew, a $2.6B international orthopedic and medical manufacturer, was redefining their brand within the medical community.
What is Meaningful to Smith & Nephew?
To become the preferred global provider of knee replacement systems.
We participated in knee surgeries and observed post-op briefings to understand the factors that contribute to a successful surgical procedure. We recognized that orderlies, nurses, and assistants play a critical role both in and out of the operating room. Tools needed to be easily identifiable in addition to performing better during the knee replacement.
What is Meaningful to Surgical Teams?
Greater precision during the surgical procedure, with more effective and easy-to-use instruments. Streamlining the pre-op setup procedures and simplifying the post-op sterilization process.
What is Meaningful to Patients?
Minimizing scarring, shortening recovery timelines and providing more mobility than other knee replacement solutions.
Greater Precision During the Procedure
With an emphasis on innovative research-driven features, we created a set of surgical instruments for the Journey Knee System that ensures surgical success.
The struck surfaces of the impactors have been angled to minimize the number of strikes required to seat the replacement knee reducing trauma to the patient.
Ergonomic and Intuitive Design
Our tool design reduced weight and provided maximum grip within the slippery environment of the operating room to provide greater accuracy, greater grip and less fatigue for the surgeon.
More Distinct Instruments
Building upon Smith & Nephew’s new brand identity, we created a 3-D brand experience. With the objective of reducing tool mishandlings during and after surgery, we created a design that is instantly recognizable in a sea of other instruments to surgical teams, orderlies, and assistants.
Consolidation of a Tool Set
Our engineers observed surgeries and tested tools to create a mechanical design that combines instruments and accessories into a single, customizable tool set. Surgeons can customize the tools based on their own approach to patellar resurfacing.
Meaningful Results
We created an innovative set of tools unlike anything on the market, and changed the way that knee replacements are implanted by understanding the needs of the surgical team as a whole.
