Weck is a brand owned by Teleflex specializing in minimally invasive surgical instruments, and has been trusted by surgeons for over 100 years. 

Client: Teleflex

Year: 2020

Role: Brand strategist, designer

Capabilities:
Research | Workshops | Content Strategy |  Creative Strategy | Digital design | Print design

Scope

In order to reclaim Weck’s long-standing market share in the minimally-invasive surgical instruments industry, we were asked to create create a positioning strategy and brand execution plan that would elevate and unify the Weck product family.

Problem

As a hybrid house of brands, Teleflex maintains strict design guidelines that apply to all its child brands. Our team was challenged to make the Weck brand stand out while still fitting within the boundaries of Teleflex’s coorporate standards. 

Outcome

Inspired by Weck’s rich history and the surgical experience, our team succesfully created a differentiated and coherent brand system that defined Weck’s visual and verbal expression, including brand voice and hierarchy within the greater Teleflex organization.

Understanding

Nested within Teleflex’s Surgical Instrument division, Weck is a brand over 100 years old that is known for its quality of ligation solutions for minimally invasive surgery.  Market research and practioner surveys revealed that while Weck has an extremely high name recognition when it comes to certain products, its market share has declined over the years due to emerging competitors, knock-offs, and lack of product line awareness. 

Process

Our team gathered data from doctors, surgical assistants, and procurement administrators all over the globe about their perceptions and values surrounding the tools they use.  With this deeper understanding of Weck’s audience, we workshopped with a global & diverse team of Teleflex representatives to build a brand platform and schematic that would become the ballast for all future content and visual strategy.

Solution

Weck’s repositioning and brand revitalization reflects their trusted legacy and commitment to advancing the surgical experience – a sharp, precise, and minimalist portrait culminating from exten

To execute the Weck’s updated brand strategy, we redesigned the Weck website, updated print brochures and product packaging, created environmental graphics, and provided a messaging framework to help inform for future touchpoints.