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Össur Bionics
Naming, Strategy, Identity, Advertising, Collateral, Packaging
Össur is in the business of improving people’s mobility. A leading global company in non-invasive orthopaedics, we deliver advanced and innovative technologies within the fields of prosthetics, braces, supports and compression therapy.
Naming guide.
Naming
We named, positioned and branded a new line of prosthetics that for the first time incorporated bionic technology. To roll out the naming and strategy, we created a complete guideline manual.
Naming, Strategy, Identity, Advertising, Collateral, Packaging
Ossur branding cards created to educate all Ossur employees on the new direction of the company.
Strategy
Strategically, we worked with Ossur to not only figure out their umbrella branding and how existing products fit into that brand, but also how new products, including something as radically as bionic prosthesis, could fit into that brand and strategy. The result is a clear roadmap for new products, including how to name them, how to position them, and how to sell them that best meets the expectations of their customers.
Naming, Strategy, Identity, Advertising, Collateral, Packaging
Identity
The bionic identity utilizes a futurist typeface and also incorporates the two yellow dots that are umlaut on O or Össur. This helps to signify that the bionics are part of the Ossur brand. The “Bionic b” is also able to stand on its own as a icon and is placed on bionic products to identify that the product contains bionic technology by Ossur.
Naming, Strategy, Identity, Advertising, Collateral, Packaging
Advertising
We created a multi-part ad campaign that ran in various medical trade journals that introduced Ossur bionic products and then focused on each product individually to build recognition of the new products and to reinforce Ossur’s commitment to providing users of their products a “Life Without Limitations”.
Naming, Strategy, Identity, Advertising, Collateral, Packaging
Bionic brochure
Rheo Knee product brochure
Rheo Knee product brochure
Power Knee product brochure
Collateral
We designed many pieces of collateral that focused on everything for product specific literature to big picture-here is where we are going pieces. The purpose to explain the advanced technology that Ossur was bringing to market. Ossur’s corporate brand guideline dictated that all elements on a page needed to be contained within a curved-corner keyline. For bionics, we took this direction but introduced filling the keyline with a metallic silver to differentiate the bionic line of products but to keep them within the overall look and feel of the Ossur corporate look.
Naming, Strategy, Identity, Advertising, Collateral, Packaging
Packaging
The packaging of the the bionic products was also important as it needed to be recognizable to O&P professionals. We were able to design a single product box that could hold each of the 3 bionic products by simply changing the foam inserts and adding the correct label to the end of the box. This was an economic, yet flexible solution to the packaging.
Naming, Strategy, Identity, Advertising, Collateral, Packaging
