Objective:
Tornier hired Fusion Hill to assist in creating their Sports Medicine division brand and to help build insights and materials for a staged-out launch.

Methodology:
Fusion Hill conducted interviews with key stakeholders, sales representatives and Tornier’s orthopedic surgeon advisory panel to understand communication needs, benefits of the brand, barriers to entry and success and competitive advantages. Internal sessions were also facilitated to discuss how to leverage the Tornier brand, to determine brand architecture and collateral mapping and to brainstorm and create product names. Fusion Hill then concepted three image systems for the materials that were informed by the research findings.

Outcome:
A final brand system was created to tie in with the Tornier parent brand while leveraging the unique needs and differentiators inherent to sports medicine. Custom photography was shot to create a dynamic introduction of the new product lines. Launch materials included:
• Product brochures
• Surgical technique brochures
• Sell sheets
• Direct mail
• Email