Building a Consistent Brand for Arthrosamid®
Creating a practical brand framework that enables clearer, more consistent communications with healthcare professionals.
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01 • THE CHALLENGE
A consistent brand for Arthrosamid®
Following the creation of a detailed HCP-focused detail aid, the client identified the need for a formal brand book. Although the logo had recently been refreshed, there was no central brand guidance in place.
With new materials being developed and multiple stakeholders involved, consistency of messaging, design, and brand application had become increasingly important. This presented the ideal opportunity to define and formalise the Arthrosamid® brand.
“Thank you so much, the brand book has changed my life!” — Marketing team member, Contura Orthopaedics
02 • THE thinking & Doing
We turned brand strategy into practical guidelines
Working collaboratively with Contura, we structured the brand book around their specific needs and business objectives.
We began by auditing existing Arthrosamid® materials to assess consistency across design and messaging. Drawing on insights from Contura’s sales team, alongside our branding expertise, we defined the brand’s positioning, tone of voice, terminology and key messages for healthcare professionals, with later expansion for patient-facing communications.
The visual identity was refreshed and refined, including updated typography, colour palette and photographic style.
These elements were brought together through a clear, practical design system, supported by straightforward guidance on brand application and referencing.
This ensured the brand could be applied confidently and consistently across all future materials.
03 • RESULTS & IMPACT
One reference point for every team
The new brand book established a single,authoritative reference point for Arthrosamid®, transforming how teams developand evaluate brand materials.
It enabled greater consistency,credibility, and recognition across all communications, while streamlining collaboration between internal teams and external agencies. The result was astronger, more cohesive brand that supports long-term growth and brand loyalty.
