< Back to Ideas

April 1st, 2015

Smith & Nephew begins brand roll out

BY Erin Quick

Stoke is pleased to introduce the new Smith & Nephew Advanced Wound Management brand.

Smith & Nephew, a global medical technology company, has been working with Stoke for the past several months in the development of a new brand position and visual identity program for its Advanced Wound Management business. The brand is now being rolled out in a global advertising campaign and product literature.

“The brand position – Simply Adaptive – offers differentiation in the market by engendering a sense of control and choice among clinicians to determine the most clinically appropriate, economical and efficacious way to treat wounds,” said David Miller, Stoke Partner and Director of Brand Strategy. “By taking a solutions approach and focusing on quality of care vs. cost of product, Smith & Nephew was able to elevate the discussion and address larger customer issues around care quality, patient safety and comfort, clinical choice, and the overall economics of wound care.”

The brand position is reinforced by a visual identity system that keys on the company’s signature orange color and uses mosaic-style graphics to signify the elements Smith & Nephew brings together to provide a comprehensive solution. Stoke also developed Sales & Marketing Playbooks and product messaging and materials.