As orthopedic technology pioneers Blue Belt Technology prepared to launch their latest innovation in robotic-assisted knee and hip surgery, they were experiencing a minor identity crisis. Unsure how to appropriately connect and differentiate themselves and their new products, they sought branding guidance in advance of debuting to orthopedic surgeons nationwide. We named and branded the product, Navio, and while we did, we build a more centralized and purposeful master brand for Blue Belt. Reinforced by a new image system, brand guidelines, print materials and website, the product’s launch was now working with a strong foundation. And while the greater impact of the rebrand is still yet to be seen, internally, it has been adopted with full support.