JBJS Rebrand

JBJS came to us to help review their existing visual brand, and to help plan and execute the new visual direction.


JBJS strives to be the most esteemed brand for orthopaedics globally, offering products that enable the orthopaedic community to be more informed, leading to more effective decision-making and better outcomes for patients.


JBJS began in 1889 as The Journal of Bone & Joint Surgery, but has since evolved into an organization with multiple product offerings. There was confusion in how the target perceived the organization, and how it referred to itself.


Upon a thorough review of their materials via a communication audit, we identified several action steps, starting with how the organization referred to itself vs. its flagship journal. A brand brief was created, then an identity update was undertaken, where we ensured the new look meshed well with JBJS’s stature as the “gold standard” for orthopaedic care.