Biomet Microfixation was transitioning from previous name W. Lorenz Surgical. They needed a new corporate identity while still using the equity it had built up with surgeons over the years. We developed a comprehensive brand identity program which was used on all facets of its marketing materials including website, collateral, print, corporate video, tradeshow booths and so on. The message of the campaign “We see what you see” connects with surgeons on a personal level, assuring them that we understand their needs and demands. The illustrative campaign visual humanizes a very technological product while showing the positive end result for patients. The Biomet rebranding has gained traction in the medical community and has helped them be recognized as a premier medical solutions provider.