Johnson & Johnson
Johnson & Johnson MedTech develops the surgical instruments, robotic technologies, and medical devices used by hospitals around the world, driving innovation at the forefront of modern healthcare.
Brand Refresh
Senior Designers: Vicky Nanowski & Adam Damiani
Design Director: John Hotts
Copywriters: Sophia Wilby & Pamela Bakirci
Photographer: Adrian Armstrong
CGI: Pierre Bourjo
Account Team: Katie Bennett, Andrea Hayman, Kayla MacDonald & Kylie White
Product Managers: Michelle Pilling & Caroline Clarke
THE CHALLENGE
Johnson & Johnson had an established brand, but its surgical marketing relied on dated product photography and generic stock imagery that failed to reflect its innovation.
THE INSIGHT
Surgeons expect the same level of precision and sophistication from a brand's communications as they do from its products.
Create a premium visual system through elevated photography, cinematic CGI, and surgeon-focused storytelling that modernizes the brand experience.
THE IDEA
The campaign established a scalable visual language that drove stronger engagement, became the benchmark for future campaigns, and was adopted across multiple teams. Its success helped expand the agency's partnership with J&J, leading to additional work across the Social Media, Orthopedics, and Mentor divisions.
THE RESULT
Brand in Action
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ETHIZIA™ LAUNCH
SALES AID
‘Stick and Stop the Bleed’ with the ETHIZIA™ Hemostatic Patch, J&J’s latest surgical innovation.
Sales Aid
Social 4×5
Social 1×1 -
PANELLING SYSTEM
TEMPLATE CREATION
Developed a flexible suite of templates in multiple formats, providing J&J MedTech's internal team with a consistent framework for future communications.
Panel Guide