How do you build brand synergy?

Situation

Wright Medical Center (WMC) consists of several semi-autonomous entities that over time have created their own logo and brand identities. As a result, customers didn’t appreciate the size and strength of WMC and the individual entities weren’t getting the full advantage of their relationship.

Solution

Among other things, we created logos and a style manual that gave all the entities a family look, yet maintained as much of the existing brand equity as possible. Elements addressed included colors, fonts, logos, logo usage, copy style, advertising and collateral layouts, signage, and much more.

Result

Each entity is now benefiting more from the branding and promotion of the other entities. People are better recognizing the strength and capabilities of WMC.

(roll-over image for before & after logos)