MicroPort Orthopedics: Building a Global Brand
Project;
Brand System and Development
Contribution:
Art Direction, Brand Governance, Surgeon and Patient Brand Experience, Environmental Design, Graphic Design, Photo & Video Direction, UX/UI, Project & Vendor Management
Summary:
Led the global rebrand and go-to-market rollout for MicroPort's Evolution Knee and SuperPath Hip systems, across 7 countries, resulting in a 30% increase in U.S. sales and a full brand system spanning B2B, patient campaigns, and a live trade show installation.
"The challenge wasn't just launching a product. It was building trust in a category where surgeons don't switch systems lightly."
Case Study:
When MicroPort entered the U.S. joint reconstruction market, the challenge wasn't just launching a product. It was building trust in a category where surgeons don't switch systems lightly.
I led creative for the Evolution Medial Pivot Knee System and SuperPath Hip Technique, building the visual identity and a global toolkit that rolled out across seven markets, from the U.S. to China, Japan, and Europe. That system extended into physical space too, including a major trade show installation at AAOS, MicroPort's largest industry stage. I built and led an in-house creative team, and managed freelancers, agencies, and production partners across every market. One identity, two product lines, flexed for different cultures without losing its core.
From there, I expanded into B2B campaigns, translating dense clinical data into materials surgeons could actually use, across digital, print, video, and social. That included a sales app I designed the UX/UI and graphics for, giving reps a clear tool to use in the room with surgeons. We brought that same clarity to patients, with real patient stories and media that connected them to surgeons in their area.
The result: a 30% increase in U.S. sales, and surgeons who didn't just use the products, they advocated for them. MicroPort went from a new entrant to a real contender in both the knee and hip implant space.
