Today Orchid Orthopedics is a worldwide leader in contract design and manufacturing of implants and instruments for the orthopedic, dental and cardiovascular markets. But when the company first approached us, it was a newly formed business with ten contract manufacturing divisions offering varied manufacturing skill sets. While all the divisions individually had strong ties to healthcare, Orchid itself had little marketplace recognition. A unified brand image was critical to the success of the new company.

What we did to build the brand

We created a unique Orchid brand with a strong visual identity that identified the company’s divisions as part of Orchid.


Ad Campaign

M&K produced a MAD Magazine-inspired, fold-in ad campaign that drew attention to the company’s unique capability in lean manufacturing. The “Get Ahead” ad demonstrated here launched the campaign. It lists the ten divisions that comprised Orchid. The other ads shown ran later in the campaign when the Orchid brand was better established. These ads did not carry the division identities.



MultiPage PDF File


Established a tagline that identified Orchid’s USP for the healthcare marketplace.

Corporate Brochure

We developed a corporate brochure that told Orchid’s integrated story.

Identity Manual

We issued an in-depth identity manual explaining the new brand standard.

Extending the brand

  • Trade show graphics
  • Division mini-brochures

A corporate website and ten division websites were also developed.

Interested in how we might build your healthcare brand?

Call Sally Koepke at 440-542-0080, ext. 229

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