Cardiac Surgery Medical Device Product Family
PROJECT: Re-name a family of cardiac surgery products.
ACROBAT: A nimble contortionist, strength and flexibility.
BRAND POSITIONING: Guidant, whose cardiac surgery division is now owned by Getinge, 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.