Challenge

To democratise patient-specific surgery and create a holistic, spinal-implant system which radically improves ALIF surgery for all involved: surgeons, patients, sales representatives and hospital staff. To devise a challenger brand identity and position Axis Spine Technologies as a dynamically innovative start up within a fiercely competitive US market.

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Insights

Following ethnographic research and many hours of in-theatre observation with world-class surgeons, it became clear that the implant was just a small piece of the puzzle. We had to reimagine every part of the process to deliver an exceptional solution, tailored to surgeons and patients alike.

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Outcome

We conceived an elegant and highly-differentiated modular ALIF cage, allowing surgeons to assemble a bespoke implant for every individual case. The structure of the cage, paired with a reduced inventory, helps surgeons to specify cage footprint, height, lordotic and coronal angles to ensure a perfect fit, even if opinions change during surgery. Our brand identity derived much of its language from this product truth and we created a visual language which celebrates the strength and fluidity of the human body, enabled by this revolutionary system.