THE CLIENT: Orthofix

THE BRIEF: Create a new brand to promote Orthofix's range of paediatric orthopaedic products

CREATIVE INVOLVED: Brand design, strategy, photography, copwriting, digital, literature design.

Why?

Orthofix's cutting-edge range of orthopaedic products have been market leaders for decades, but the company have always marketed their paediatric offering along with their adult product. Competitors have gained ground in recent years with brands dedicated to products and services for children, and Orthofix commissioned Surreal to create a paediatric brand that they could market as a separate entity to their adult ranges. 

Who?

Through research, we determined that the brand needed to resonate with three interconnected groups - the patients themselves, their parents, and the surgeons that carried out the procedure. 

How?

•  By creating a brand that all three target groups could identify with

•  By giving Orthofix ownership of the 'family' concept in the sector

•  By creating an emotive tone of voice and visual identity for the brand

The JuniOrtho Name and Logo/Icon

We developed the JuniOrtho brand name as a portmanteau of 'Junior' and 'Orthofix', giving the brand a unique, memorable identity that has been implemented worldwide. 

The JuniOrtho icon and logo represent the parties involved in the process of helping children with trauma and deformity, visualising the close relationship between the surgeon, parents and child involved in the surgery and healing process.