Competing on Reputation
Neoligaments™ is a high quality brand of innovative artificial ligaments for the sports, medicine and orthopaedic markets.
In a highly saturated market, Neoligaments™ was looking for a new identity that would differentiate them and project an image of high quality. The current brand was unparalleled by the quality of products and services they delivered and as a result this had to be addressed to firmly position the company to expand its markets and stay ahead. Neoligaments™ required a brand with instant recognition that would contrast with competitors.
Spending a lot of time getting to know the business both inside and out, The Engine Room carried out an in-depth analysis of key competitors in the market. We worked alongside the team through a series of workshops to extract core brand values and communications goals of the company.
A full rebrand resulted in a new colour palette of black, white, grey and bright red; giving them real distinction in their marketplace that was so traditionally dominated by blue and green. The new Neoligaments™ identity showcased striking sports imagery with the ‘red tab’ logo in a grain effect to give the brand dramatic standout that was applied across literature, service manuals, product sample packs, packaging, sales leaflets and exhibition materials.
- Positioning Neoligaments™ as a product brand, rather than a service brand, propelled them into the marketplace to stand proudly alongside the most highly established competitors.
- The company is now distributing worldwide and is increasing its client reach year-on-year as its growth curve continues.