Xiros Rebrand

"We saw a 700% rise in new orders in the 12 months after rebranding"

Background
Xiros design, develop and manufacture medical implants for use in orthopaedic surgery, specifically sports related knee and ankle surgery where ligament damage needs to be repaired quickly.

Problem
Having undertaken a review of how the business could expand into new markets, the management team decided they needed to rebrand Xiros as a specialist medical design house that could quickly meet the needs of surgeons who had ideas for products.

Brand work
We needed to find out what made Xiros special and also how well known they were in the market. After speaking to clients and reviewing competitors, the emphasis was firmly based around brand evolution as there was strong equity in the existing Xiros identity.

The existing logo was tweaked to incorporate new colours and font. A new brand position, people.innovate, was created to reflect the quality of Xiros' award winning staff and service. To further enhance this, photography was commissioned to capture staff in their everyday working environment for use across marketing materials. Their fast-track design process 'Fastrax', was branded as a product in its own right - making it easier for potential customers to understand.

A new brand livery was developed and applied to all forms of internal and external communications, these were tied together by the production of brand guidelines allowing the marketing department to keep control of how the logo should be used.

Design works...
In the 12 months post-rebrand, Xiros saw a 700% rise in new orders for Fastrax. They have also developed the business in more overseas markets.