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Smith+Nephew

Live Life Unlimited

EMBODYING THE POSITIVE IMPACT OF A GLOBAL MEDICAL TECHNOLOGY COMPANY

Client

  • Smith+Nephew

Sector

  • Healthcare & Pharma

Expertise

  • Brand Strategy

  • Brand Identity

  • Communications

We created a new brand purpose statement - Life Unlimited - that sums up the brand's belief that our bodies should never have a limit on what we can do, nor who we can be.

For Smith+Nephew's new identity, we drew inspiration from Matisse, an artist who overcame physical health challenges to produce the greatest work of his career.

A period in which the artist himself described as his 'second life', Matisse began "carving in colour", creating vivid, striking paper cut-outs that reimagined the human body, and launched a revolution contemporary art.

In homage to Matisse, we re-drew, cut and painted the shapes of the human body to create a canvas of the beautifully clever medical solutions. Bringing an understanding and warmth to invasive, steel, plastic and titanium products.