Landmark Orthopaedics

How do you reinvent orthopaedic care to improve patient outcomes?

Expertise Areas

Brand Research & Diagnostics
Corporate Purpose & Purpose Led Transformation
Corporate Brand Strategy
Brand Architecture Management
Culture Change & Employee Value Proposition (EVP)
Brand Idea, Identity & Naming
Communications Strategy & Implementation

Project Partners

Identity Design: ET Collective

Finding and creating optimum outcomes

The newly formed Landmark Orthopaedics brings together four existing businesses under one purpose-built location; The Knee Institute, Sydney Orthopaedic Research Institute (SORI), Jointli, and Personalised Surgery. The challenge was to bring them together in a way that made them feel like part of one team, under one roof.

With a focus on achieving optimal results, aligned with best practice, Brand Council was tasked to develop a unified, clear, aspirational, and actionable brand strategy for the new ‘Landmark’ facility in order to create understanding and demand for the new state-of-the art, outcome and innovation-focused group and facility.

Putting together the bones for success

To develop a compelling and unified brand purpose and strategy, it was essential to gain an understanding of what tied the team together; everything from experience and skillsets, to beliefs and values, to ambition and aspirations.

Through in-depth qualitative research and diagnostics, it was clear that the group of surgeons, directors, engineers, physiotherapists, and specialists all shared natural drive to ‘do more’ and create better outcomes for patients.

We needed to develop a strategy that reflected a Landmark experience that is active, exciting, and cutting-edge, all underpinned by rigor and results. A brand and culture that not only breeds collaboration and success, but the birthplace of ideas; a place where those ideas are stress-tested, challenged, and shaped to create the best possible outcomes for their patients.

Meet the A-Team

A clear brand architecture strategy (allowing each specialist practice to retain individuality, and come together as an expert team), group purpose, key messaging, compelling EVP, brand strategy were developed to position Landmark Orthopaedics as the go-to destination to access Australia’s top orthopaedic specialists working collaboratively under one roof and for one reason – the best results for patients.

The purpose, The landmark destination for orthopaedic excellence, builds on not only the hub’s location and name, but also in being the pinnacle in knee and orthopaedic care and progression.

The new visual identity brings the strategy and collective ambition to life and allows for creative alignment and flexibility for the partner brands.

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