Originally Published MX September/October 2004

ADVERTISING, DISTRIBUTION, & SALES

Hill, Holliday assisted a rebranding effort by Syneture by creating a patient-focused print campaign featuring the tag line "The Thread Between Science and Healing." (click to enlarge)

Last fall, medical device manufacturer Syneture (Norwalk, CT) introduced a rebranding campaign that covered a lot of ground. The campaign was designed not only to launch a new company brand with new positioning, but also to regain the company's strength as an innovator and trusted partner and establish an emotional connection with target audiences.

Formerly USS/DG, Syneture is a leading manufacturer of innovative wound-closure products and is part of the U.S. Surgical family of companies. The company's award-winning rebranding effort was created by Hill, Holliday (Boston and New York City).