Product Portfolio Messaging
Company
Checkpoint Surgical
Skills
- Messaging/positioning
- Copywriting
- Art direction
The Strategic Need
As a growth-phase company, Checkpoint Surgical had evolved and expanded its stimulator product line. In 2021, the company added two new product categories to its intraoperative nerve care portfolio. No longer just a stimulator company, Checkpoint Surgical needed unifying messaging to present the entire product line, which now includes instruments and biomaterials.
The Creative Solution
I developed a graphic that visually ties together the three product categories by mapping them to the three phases of intraoperative nerve care. The graphic helps to communicate a turnkey product solution for peripheral nerve surgery, thus more accurately representing the full portfolio.
The continuum graphic and messaging has been used across a variety of marketing collateral, including display materials, as an animation on social media, on the corporate website, on trade show loops and in direct mail.