Arthrosamid Brand Refresh & Brand Book Development

Overview

A brand refresh and expansion for Contura Orthopaedics’ innovative product, Arthrosamid®. The project focused on developing a comprehensive brand book covering brand fundamentals, HCP messaging, imagery, design system, colour palette, and typography.

The Challenge

Following the creation of a detailed HCP-focused detail aid, the client identified the need for a formal brand book. Although the logo had recently been refreshed, there was no central brand guidance in place.

With new materials being developed and multiple stakeholders involved, consistency of messaging, design, and brand application had become increasingly important. This presented the ideal opportunity to define and formalise the Arthrosamid® brand.

Conclusion & Results

630K

No. of new clients

24.4%

Sales growth

7000

Views on YouTube

3.4pp

Market share increase

The Approach

Working collaboratively with Contura, we structured the brand book around their specific needs and business objectives.

We began by reviewing existing Arthrosamid® materials to assess consistency across design and messaging. Drawing on insights from Contura’s sales team, alongside our branding expertise, we defined the brand’s positioning, tone of voice, terminology and key messages for healthcare professionals, with later expansion for patient-facing communications.

The visual identity was refreshed and refined, including updated typography, colour palette and photographic style. These elements were brought together through a clear, practical design system, supported by straightforward guidance on brand application and referencing. This ensured the brand could be applied confidently and consistently across all future materials.

Key deliverables included:

Comprehensive Arthrosamid® brand book
Brand positioning statement and core messaging framework
Tone of voice and terminology guidance
Visual identity refresh (typography, colour palette, imagery)
Design system and layout principles
Brand application and referencing guidelines

The Impact

The new brand book established a single, authoritative reference point for Arthrosamid®, transforming how teams develop and evaluate brand materials.

It enabled greater consistency, credibility, and recognition across all communications, while streamlining collaboration between internal teams and external agencies. The result was a stronger, more cohesive brand that supports long-term growth and brand loyalty.