The right corporate brand post-acquisition

DePuy Synthes
In 2012, Johnson & Johnson brought two great companies together to form DePuy Synthes. Our challenge was to launch the new company, define a unique point of view, and help express that point of view across the business.

The acquisition of Synthes by J&J to merge with DePuy would create a medical devices powerhouse. Our first challenge was to understand the assets each company had and how best to maximize those attributes. We determined that merging the two brands would offer the best solution. By changing the brand’s focus to be on the solutions the company provides rather than individual engineering feats, we were able to create a corporate identity that communicated the true sophistication and value of this joining of forces. Then, our visuals incorporated humans in motion to show the true meaning and impact of the products.

InterbrandHealth’s work helped to change the conversation between DePuy Synthes and its consumers. HCPs saw how the company could partner with them to answer patient needs and solve complex challenges.

The rebrand integrated two distinct companies, forging a new mindset around the human impact of solutions.

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