ParkerWhite Brand InteractiveParkerWhite Brand Interactive


Branding a new surgical division.

The Situation

Bioventus selected ParkerWhite to build out their surgical orthobiologics division. They had recently purchased our client, BioStructures, to round out their full line of bone graft products and accessories under the new Bioventus Surgical Orthobiologics division. We worked with the team to define the new division’s brand and product messaging, visual identity and naming architecture system.

What we did:

  • Brand Strategy
  • Brand Messaging
  • Brand Identity
  • Creative Collateral Systems
  • Creative Packaging Design
  • Digital Strategy & Creative
  • Website Design

The Brand Strategy

We conducted a deep discovery into the competitive landscape and Bioventus's vision and longterm strategy to become a premiere orthobiologics brand leader. We built out the brand messaging platform to define the brand moving forward.

Product Architecture and Logo Identity System

We built a visual identity system using an illustrative interpretation of the organic elements of the different bone graft particles. A color coding system was established with a universal logo identity to define the product categories.

Product Portfolio Collateral System

A comprehensive product portfolio system allowed for inclusion of the full product line with tabbed sections and the capabilities to continue to add to the portfolio.

Website Design

The new surgical division website continues the branded campaign with a simple to navigate experience to dive into the details of each unique product and educational support services to drive sales inquiries.

Traditional and Digital Advertising Campaign

A marketing toolkit was developed for the internal team to have a solid set of assets for executing the campaign internally.

The Results

ParkerWhite has won several design awards for our Bioventus packaging system. We were able to handover a robust branding system and style guide for the internal marketing team to continue to manage the ongoing marketing.

Related Works

From strategy to execution.

We partner with our clients to understand their business, people, and goals to provide practical solutions that deliver long-term success.