In fall 2025, Advita Ortho was formed through the acquisition of Exactech’s assets and team—creating a rare opportunity to build a global healthcare brand from the ground up. Partnering closely with the Marketing Communications team, I led the creation and launch of Advita’s corporate identity, shaping how the new company would present itself to surgeons, partners, and the healthcare market.

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Working alongside an external design agency, I helped define the company’s messaging, core values, visual identity, logo, and launch animation. This strategic foundation was translated into a complete, scalable brand system—including brand guidelines, digital and print assets, a multi-channel launch campaign, and trade show materials—all delivered within six months.

My internal team worked cross-functionally and globally—including close collaboration with our designer in Spain—to deliver more than 200 creative assets. Together, we ensured brand consistency, high quality, and on-time execution across every global touchpoint.

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Key deliverables included:

• A secondary visual system, including a custom pattern derived from deconstructing the company logo
• A modular, portable trade show display system
• Sales collateral templates and the full rebrand of existing materials, including operative techniques and sales sheets
• Corporate website design and launch
• Social media channel branding
• Corporate launch campaign assets
• A corporate brochure produced in three languages
• A comprehensive brand guide, including an internal SharePoint-hosted version
• Instrument tray and product packaging design
• Headquarters environmental branding, including elevators and auditorium graphics
• Patient education materials
• Ongoing support for branded software, digital tools, and internal communications