Gibbons Surgical Corp.

Client Background

Since 1992, Gibbons Surgical Corporation has been leading the charge in the development, manufacturing and distribution of advanced surgical instrumentation and new proprietary designs for less invasive trocars and canulas in their area of specialty.

The Challenge

In the wake of signing a $1.6 million distribution contract with a renown GPO, Gibbons felt their old logo did little to support their positioning as experts of non-invasive surgical instrumentation for laparoscopic procedures. The company sought a comprehensive and strategic marketing communications plan more reflective of their forward-thinking business approach.

The Outcome

After conducting in-depth research of the company, its practices, policies, position, distribution and selling methodology, Caler&Company created a compelling identity system designed to portray them as industry leaders and next-generation innovators. In conjunction with their capabilities brochure and other sales material, their new logo depicts them as they are: a force majeure in emerging laparoscopic surgical innovation.

"The time you spent with us in Dallas during our Novation meetings and in Chicago during the American College of Surgeons, clearly provided you with great insight into our product and our market. Thanks for making yourself available to accompany us on such short notice. Your monitoring of our market and our competitors has also been beneficial, particularly the information of Ethicon and the development of e-commerce as it related to hospital purchasing."