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Possis Medical develops, manufactures, and markets pioneering medical devices for cardiovascular and vascular treatments. Established in 1985, Possis is a leading provider of high-quality and innovative devices for health care professionals. Their mission is to expand and enhance medical treatment options that cost-effectively restores health and improves the quality of life for patients worldwide.

In March of 1999 the US Food and Drug Administration approved the company's AngioJet Rheolytic Thrombectomy System for coronary use thus launching the company into its products commercialization phase.

Our relationship
Eaton & Associates had developed a seven-year relationship with Possis Medical and its management team providing annual report design services from as early as 1992. In early December of 1998, anticipating that FDA product approval was just around the corner and knowing that their existing corporate identity was dated, Possis approached us for a design recommendation.

We suggested a design audit be prepared with the intent of providing management a clear picture of the how the company is both seen and perceived. The results of the audit showed a dated and fragmented image. The existing identity did not reflect the image of product innovation as perceived within the medical communities. And, the financial community was beginning to loose confidence having already waited seven years for FDA. More importantly, there was confusion occurring between the company name and the company's AngioJet brand name. The company's image needed, now, to reflect the excitement and optimism of product sales and shareholder rewards which would come with the FDA product approval.

We encouraged Possis to redesign the existing identity with the objectives to strengthen the relationship between company and product brands within both the medical and financial communities. A program was undertaken and completed by fiscal year-end 1999.

The 1999 Possis annual report launched the new corporate identity with its mailing to shareholders in early November.

The design process
The design process included two phases that facilitated participation and decision-making by the company's management team.

In the first phase, called the audit, we collected a broad sampling of identity system components including all product brand identification and support materials. We conducted interviews with management, we reviewed long and short-term goals, and we accessed the company image in the medical marketplace, investment community and colleagues. We compiled our research and presented the findings of our audit to the President's task force. The audit reviewed the existing identity, identify audience groups, and pointed out strengths, weaknesses and inconsistencies while establishing a design criteria and goals for a new identity- one compatible with and supporting the company's AngioJet product branding.

The audit recommended a corporate identity redesign with the objective to elevate the corporate image and distinguish their AngioJet trademark as a product brand.

In the second phase we created the new corporate mark, presenting the task force with options, refinements and recommendations. The full legal name, Possis Medical, Inc. was reduced to one word, Possis. A new corporate tag line, Bringing Medical Possibilities to Life was also adapted. The new mark (a logotype) evolved as a unique typographic solution.

The design concept and approach
The new design promotes correct pronunciation of the corporate name by emphasizing the words two syllables. The tag line further promotes correct pronunciation by incorporating the word Possibilities. The typographic styling reflects the company's maturity, and unique high tech line of medical products. A new corporate color (blue) replaces the old color (maroon) as the primary program color, while the corporate tag line retains the maroon as a secondary hue.

Implementation of the new identity system is underway with applications to business stationery, forms, signs, corporate presentation materials, product branding, and marketing literature and other needs.

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