Zimmer – AAOS
- Industry: Healthcare
- Size: 80×80 & Larger
When Two Become One
In an industry with an ever-shifting landscape, it is imperative to ensure that changes, such as mergers, re-branding, or product launches, are clearly understood by the industry and the public. The challenges involved are tremendous, which is why Zimmer Biomet approached Catalyst Exhibits to assist with sharing their latest news.
In 2015, Zimmer and Biomet merged to create Zimmer Biomet. This merger was to be introduced to the industry at the American Academy for Orthopaedic Surgeons 2016 Annual Meeting. In preparation of this debut, Zimmer Biomet wanted an exhibit design that encompassed their new beliefs and brand, while using the past Zimmer color scheme and adopting the way of life from Biomet.
To accomplish this, our strategy needed to be established. How do we present two independent companies as one? How do we convey to customers, new and old, what is happening and how it effects them? How do we maintain loyalty from both sides of the merger, as well as instill the confidence needed to create new relationships?
The strategy, in actuality, was simple. However, it was formed around complex goals: maintain humility while still projecting industry dominance; keep the aura of intelligent execution and game-changing thought that had encompassed both Zimmer and Biomet; include a strong audio visual presence to communicate a clear message; implement multiple points of conversation, where a consumer could request and/or attain information at any level, be it alone or guided.
A Layered Approach
Acknowledging the need for clear navigational point points and beacons of information, the exhibit design employed a layered approach. Starting at the highest level in the space, the Zimmer Biomet “Z” was showcased, offering sanctuary and welcome in a sweeping statement. Below this, area designation signs hung vertically above their specific products; this was an important element, as products from both former companies were now represented on some of signs. A two-story information structure sat at the forefront of the space, serving both as a welcome to attendees and a place to seek information pertaining to the new merger. The structure was wrapped in a brilliant LED screen at the mid level which streamed messages about the new direction of Zimmer Biomet.