ArthroCare Branding
Branding and Collateral
ArthroCare needed a unified, cohesive brand image that spanned business units as well as all product lines.
Driven by a new manifesto entitled We Have a Different Perspective, the visual direction for the new brand combines an elevated and all-seeing point of view on both ArthroCare employees and patients as well as uses “ArthroCare red” in strategic ways to emphasize the places where ArthroCare makes a difference.
Since the initial brand look and feel was created, the brand has been wholly defined through a 50 page brand guidelines that I designed, as well as applied to a number of collateral pieces, trade show exhibition materials and a semi-trailer mobile lab.