In 2021 Piedmont was approached by RTI Surgical to help spin off their metals division into its own brand - Resolve Surgical Technologies.

With a decade of experience building brands for dozens of orthopedic practices across the United States, this was right in our wheelhouse.

THE BRAND

Pioneer Surgical logo with a stylized surgical needle and thread design in black and white.

PIONEER SURGICAL

In its heyday Pioneer Surgical was the premier metals manufacturer for surgical instruments and implants for decades before being acquired by RTI Biologics in 2013 - becoming RTI Surgical. Initially we were brought on to reignite the Pioneer brand, bringing the name back into the forefront and updating the look for a modern era.

Six different black and white logos of Pioneer Surgical, each with varied font styles and designs.

DISCOVERY

Our initial designs were focused on revitalizing the Pioneer brand, with a mission of keeping the logo clean and simple. We like to start with simple changes first - in this case removing “the wand” from the original logo and simplifying down to cleaned up versions of the original swoops. Other wordmark designs were also introduced, highlighting the forward momentum and nature of their “quick to market” PLOEM model.

Four stylized wave designs labeled A, B, C, and D, in shades of blue and black.
Four blue and black abstract logo designs labeled E, F, G, and H on a white background.

SWOOP THERE IT IS.

Once the team had settled on the idea of a traditional logo with an icon and supporting text, we went into a sort of swoop discovery process. We wanted to keep the original 2-line swoop in tact, but also provided options that added tertiary colors as well as gradients.

Four logos of surgical product brands: Pioneer Surgical, Catalyst Surgical, Marquette Surgical, and Resolve Surgical, each with bold blue and black text on a white background.

WHAT’S IN A NAME

Around the time we were finishing up designing the initial round of swoops, potential bad news came calling for the client. Unfortunately the Pioneer Brand Name was no longer going to be an option (I’m not a lawyer, so don’t ask me). So we began looking at alternative names for the new business.

Two logos of Resolve Surgical, each with a stylized wing in blue shades above the word "RESOLVE" in bold navy font and "SURGICAL" in light blue uppercase below.

RESOLVE

Once a name had been finalized we were able to narrow down the swoop choices to these two. One, a softer, more fluid approach and one an angular, more rigid design.

Resolve Surgical Technologies logo with overlapping blue and dark blue wave shapes above the company name in bold navy and blue letters.

The Final Logo

The softer approach was eventually approved and the name finalized to Resolve Surgical Technologies.

THE VISUAL SYSTEM

One of the most important aspects of a good brand is how it’s carried out across it’s major touchpoints. The Visual System - Business cards, letterhead, signage, etc - are often the first and most commonly seen representations of your brand. A clear Visual System will support the brand in the long-term and set the tone for all future projects. We like to think of the Visual System as a living Brand Guide.

Multiple business cards for Resolve Surgical Technologies and marketing director Arthur Cafero, arranged in a diagonal pattern. The cards feature a blue, white, and black color scheme and waves in the logo.

Visual systems are also highly effective sales tools, so when it came to crafting one for Resolve, who has a very niche client base, we knew thank you cards and car wraps weren’t going to cut it.

So we established an external messaging template system for communications, presentation decks for sales, internal signage and trade show materials that helped establish the new brand quickly in areas where potential clients and investors would see it.

Flyers advertising a job fair on March 12th from 9am to 12pm at Resolve Surgical Technologies, featuring images of people working in industrial and technical environments, with a green lawn and trees in the background, and the website www.resolvesurg.com.
Indoor office hallway with elevator doors on the right, a banner display for Resolve Surgical Technologies with blue and white design, and a glass-walled conference room on the left.
A poster titled "Pathway to Implantation" displays a step-by-step process diagram from raw materials to implantation, including images of laboratory work and medical professionals, with the Resolve Surgical Technologies company logo at the bottom.
A large sign on a white wall featuring the Resolve Surgical Technologies logo and name, with a stylized wing-like graphic on the left.

We also made a lot of powerpoint layouts. A LOT.

Screenshots of slides from a presentation template, featuring blue and dark-themed designs, with various timelines, infographics, icons, and text in a professional style.

THE DIGITAL SPACE

With print work complete, we shifted our focus to the digital landscape using a three-pronged approach. The primary focus would be a new website clearly separating Resolve from its predecessor with social engagement via Linkedin and Email campaigns supporting the message that the pride of Marquette, MI had returned with a force.

Open laptop on a wooden table displaying a technology website with images of electronic components and a technician working, flanked by a potted plant on the left and a white cup on the right.

We also made this fun little “Tour of Marquette” video, showcasing the main headquarters. For those of us with orthopedic backgrounds, this is pretty neat stuff.

THE VIDEO

In 2024 we began offering video services to all of our clients and Resolve immediately took interest. Shooting video for them was the perfect way to showcase their CDMO+ model that is unique to them. Resolve is unique in their field, in that, every part of the process from concept to final product is done under one roof. Companies who compete with Resolve don’t have that capability. One department designs concepts then sends it to off to get a prototype made, then they send it off to be tested, then they start the process all over again. Resolve eliminates the time spent by their competitors by utilizing this model, so we used video to put that on display for their clients and partners to see.

We then went a step further and captured a full process video for Resolve. We captured exactly what it’s like to go through the process of bringing a product from concept to finish all using the CDMO+ model. In this video we highlight Resolve’s ability to seamlessly communicate and efficiently develop their products all in house.

TL;DR

When we began working with Resolve Surgical Technologies, we focused on the must-do tasks in order to meet the company’s short-term goals, then fleshed out the brand over the last few months, never losing sight of the initial strategy we enacted. In the end, the success of this brand will ultimately come down to two factors: How the client utilizes the brand and how Piedmont supports the client’s initiatives.

KEY TAKEAWAYS:

1) Being consistent is crucial when establishing a new brand.

2) Having a defined process from the onset creates an environment of trust for all parties.

3) Building relationships is more important than building logos, websites, videos or visual systems.