Stryker Neurovascular

Brand Positioning

We shaped a new narrative, focused on meaningful outcomes, to align multiple product teams.

Brand Architecture & Guidelines

In the stroke operating room, time is critical and product colors help staff quickly identify devices. Our simplified master brand architecture established a cohesive Stryker NV divisional brand, power brands based on procedure type, and maintained individual product colors where necessary.

Product Campaign

Performance sports are an appropriate metaphor for the high-stakes environment Neurointerventionalists operate in, and able to extend to numerous products.

Product Brochures

SALES AID

Tradeshow Experience

We brought the brand to life at SNIS multiple years. In 2016, we conveyed momentum in innovation with the theme “Powering forward” and dynamic motion graphics on curved exterior video screens. We also developed a 360-degree video experience within the booth to entice physicians to visit the Mobile Stoke Unit (specialty ambulance) parked outside the building.

Social

We conducted social listening to guide content development, identified key influencers and created social templates

Stryker’s $500M Neurovascular division was becoming seen as less innovative than flashier competitors, despite a legacy of leadership and continual advancement of stroke care through a thoughtful physician-driven design process.

At W2O, we quickly identified areas for change: The complex, company-centric brand architecture and undifferentiated marketing that relied solely on product images and feature-focused messaging.

I led creative and partnered on strategy for more than three years as we developed a new divisional positioning, brand architecture, countless product positionings and ongoing marketing materials—all from a user-centric, benefit-focused point of view.

This work was produced for health care professionals in select geographies only. Shown here solely to showcase creative, not intended as medical education.