Building a Global Brand
Project;
Brand System and Development
Responsibilities:
Global Brand Development and System, Creative Direction, Surgeon and Patient Communications, Trade Show and Environmental Design, Photography and Video Direction, UI Design, Team and Vendor Leadership
The Bottom Line:
I led creative for MicroPort’s Evolution Medial-Pivot Knee and SuperPath Hip launch across seven markets. The launch contributed to a 30% increase in U.S. sales, tracked through surgeon conversions and sales reports.
"The hard part was adapting the identity to different audiences and cultures while keeping one consistent brand."
Case Study:
When MicroPort entered the U.S. joint reconstruction market, the challenge was bigger than introducing new products. Surgeons were already established in their practices. Earning their confidence took a clear, credible brand and communications that proved the value of the technology.
I led creative development for the Evolution Medial-Pivot Knee System and SuperPath Hip Technique. I built the visual identity and global brand toolkit to work across seven markets, including the U.S., China, Japan, and Europe. The system reached into the physical world too, including a major installation at AAOS, MicroPort’s largest industry event. I coordinated freelancers, agencies, and production partners across markets. The hard part was adapting the identity to different audiences and cultures while keeping one consistent brand.
That foundation carried into the surgeon campaigns. I designed the visuals that made complex clinical information clear and useful across digital, print, video, and social. I also designed the graphics and UI for a sales app that gave reps a practical tool for presenting to surgeons. Within three months of launch, the sales force had all of the rebranded materials in hand. For patients, we went personal. Real patient stories and supporting media connected them with surgeons in their area.
The result:
The launch contributed to a 30% increase in U.S. sales, based on surgeon conversions and sales reports. The sales force had every rebranded piece within three months of launch. One brand system carried the message to surgeons, patients, and healthcare professionals in every market.
