PROJECT: Re-name a family of cardiac surgery products.

THE NAME: A nimble contortionist, strength and flexibility.

POSITIONING: Guidant, whose cardiac surgery division is now owned by Maquet, was determined to replace its failed Axius brand name with a warm, human, memorable name that also mapped to the product function and stand out from the competition. The name Acrobat conveys the powerful combination of strength plus flexibility these cardiac surgery tools provide.

VISIT: Acrobat