OverviewA growing leader in its industry, NuVasive® is a state-of-the-art medical device manufacturer that is changing the landscape of major spine surgery forever. Their technological advancements and procedures are literally getting people off the operating table and back on their feet with amazing results faster than ever imagined.
ChallengeAs NuVasive® expanded their business around the world and set a goal of reaching $1 billion in revenue, their CEO felt that the existing brand identity felt stale and didn’t reflect their fast growth and position in the marketplace. They wanted a brand to better speak to their innovation, as well as their explosive growth and competitive edge.
When a company like NuVasive® is built on a solid foundation of continuously innovating, its brand must reflect this passion. We worked side-by-side with their leadership to build a dynamic brand that would be just as smart and forward thinking as, and better connect with the people who will utilize their products (surgeons) and benefit from their procedures (patients). We began with a brand identity refresh, which included a brand standards guide, associated collateral, signage, and website design and development. Ultimately, we extended our work to envelope their community-focused “The Better Way Back” program, their charity, NuVasive Spine Foundation™, and SOLAS, a support initiative for surgeons. Each of these efforts now feed back into the larger umbrella of NuVasive®, collectively strengthening the story of who NuVasive® is and why they are a valuable spine solution leader.
Enhancing a brand, like NuVasive®, required that we illuminate the power, speed and brilliance of their business, products and procedures, as well as their extraordinary relationship to surgeons and patients alike.
Building a Brand System
Corporate Identity Rebrand
By delivering cohesive messages across all channels, we successfully brought together a total brand package for the NuVasive® narrative that continually reaffirmed their brand’s value in the minds of target audiences.
To engage key stakeholders within a positive brand experience, we created rich designs and utilized targeted messaging throughout the site, establishing NuVasive® as a leading global brand.
Web Design + Development
We created a modern look for their web experience, focusing on NuVasive’s solutions, their history, vision and future goals. We designed the site to be a central platform from which, their other initiatives, like “The Better Way Back,” NuVasive Spine Foundation and SOLAS, could branch out.
Since our partnership, NuVasive® has jumpstarted their positioning as a leader in spinal solutions. They were named one of the fastest-growing companies in 2013 on Deloitte's Technology Fast 500 list in North America. By the close of 2013, their fourth-quarter revenue rose 15.1 percent as compared to the previous year. Their fourth-quarter net income reached $6 million compared with a loss of $2.8 million one year earlier. With numbers like that, the NuVasive® brand was well on its way.