BioStructures wanted to rebrand and position themselves as an innovative pioneer in developing and manufacturing bioresorbable bone graft products for spinal application. ParkerWhite used a modern, minimalist design approach for BioStructures’ brand identification. The new brand is sophisticated and differentiated. They needed a product identification system for key categories so packaging and product types could be easily recognized in a hospital. Their bone graft products all look like the same white powder to the naked eye, so distinguishing the products required a creative way to differentiate. The full brand identity system uses original illustrations representing the microscopic characteristics of each type of bone graft. The vibrant imagery provides functional and aesthetic value: a beautiful matrix of complex, interwoven shapes are color-coded for easy identification. This identity was then applied to BioStructures’ new website and other marketing materials created by our San Diego graphic designers at ParkerWhite.