Brand Identity for DYNESYS by Centerpulse Spinetech. Research which included focus groups with orthopedic and spinal surgeons led to the development of a unique positioning strategy that was about reading between the lines. Because of FDA regulations we could not “say” the most important benefit of the product—flexible. So, we came up with the visual above which insinuated the “real” differentiating quality of the product. Centerpulse’s spine business was sold to one of the largest orthopedic medical device companies in the world, Zimmer. They’re still using our creative work for the product today.