Refining an Established Brand
Product Literature
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CoreLink
Communications With a Backbone
The Objective
Develop a brand messaging platform and visual design system to differentiate CoreLink — an innovative design and manufacturer of high-quality surgical instrumentation and spinal implant systems. Utilize the clients’ product CAD system help Illustrate the technical applications and surgical functionality of the product across all marketing communications.
The Approach
Formulate the brand’s strategic position and message platform as “The Source” for design and manufacturing of spinal surgical instrumentation, and a collaborative destination for the surgeon — where instrumentation design is customized to improve the methods and efficiency of individual surgical processes. Develop relevant brand messages of innovation and technology to further advance CoreLink’s heritage concepts of hand-tooled quality and a business built on personal relationships.
“The ability to work with CAD models and images of 3D printed products adds an innovative design and technical quality to the new visual brand. A refreshed color palette and typography solution makes the solution even more unique.”
David Kendall, Senior Art Director
“Well done! Thanks for all the good work around this.”
Matt Linhardt, Senior Director, Marketing
Conclusion
The design of the holistic communication system highlights the differentiating quality and innovative technology behind product development and manufacturing. From old-world hand tooling craftsmanship to today’s innovative 3-D printing, the refreshed brand highlights the differentiating quality and innovative technology behind product development and manufacturing.
