Brand Evolution - Xiros Plc
Xiros design, develop and manufacture medical implants for use in orthopaedic surgery, specifically sports related knee and ankle surgery where ligament damage needs to be repaired quickly.
Having undertaken a review of how the business could expand into new markets, the management decided they needed to rebrand Xiros as a specialist medical design house that could quickly meet the needs of surgeons who had ideas for products. The emphasis was firmly based around brand evolution as there was strong equity in the existing Xiros identity. We therefore tweaked the existing logo to incorporate new colours and font. A new brand position, people.innovate, was created to reflect the quality of Xiros' award winning staff and service. To further enhance this, we commissioned photography to capture staff in their everyday working environment for use across marketing materials.
A new brand livery was developed and applied to all forms of internal and external communications, these were tied together by the production of brand guidelines allowing the Marketing department to keep control of how the logo should be used.
Part of our initial brief was to develop the existing website, developing functionality and applying the new brand livery. The solution is a content managed site which has three private log-in areas for Surgeons and OEMs to submit ideas and an on-line forum for discussing products.
