Going Beyond a Legacy to Become a Leader
CORDIS
Client
Cordis
The Team
ECD: Brian Scheyer
Concept Development: Brian Scheyer
Tony Johnson
Robert Sinclair
Art Direction:
Tony Johnson
Robert Sinclair
Copywriter: Joe Gatti
Brand Identity:
Robert Sinclair
Account Director:
Will Chapman
The Challenge
Transform the branding of a 60-year-old medical device company whose products are largely unknown, into a vibrant new brand platform with offerings that become the first choice for interventional cardiologists.
The Creative
Building a new brand means building a new look, and it starts with the logo. Cordis asked for a modern, premium visual aesthetic that will get their audience reenergized without completely letting go of their 60-year legacy. We enhanced their logo with a fresh new design and created an updated, in-depth set of brand guidelines.
Along with a new look, we developed new brand messaging: Go Beyond. More than a tagline, Go Beyond became an inspirational call-to-action—driving both Cordis and its customers to always exceed expectations, challenge limits, and redefine cardiovascular care. Reflecting their dedication to innovation, customer service, and medical education, Go Beyond ensures the Cordis brand will always stand for setting new industry standards.
“The reception to our new brand and positioning has been fantastic, across-the-board. We’re thrilled with how Mortar helped us inject fresh energy into Cordis and we’re seeing great ROI. The Mortar team’s partnership and flexibility allowed us to launch our new brand on-time and on-budget.”
—Christine Hite Gurdak, Director, Global Brand & Marketing Communications
We helped Cordis put the “go” in Go Beyond by revitalizing their entire brand—from packaging and brochures to tradeshow events and booth graphics. The updated, striking look and feel received rave reviews from customers, vendors, and sales teams who were scrambling to get their hands on our new Cordis collateral.
We launched the fresh new Cordis brand across multiple product verticals—each with their own messaging and premium visual aesthetic. Below is a snapshot of the work for their vascular closure line of products called Mynx.
