In a sea of me-too products, this global leader in medical device manufacturing for the orthopedic and spine channels wanted materials that let the market know its latest product was something different; with real added value and innovation. Having already developed the company's positioning strategy of incremental enhancements and the tag line “Breakthrough Thinking,” we developed a product piece that resonated with surgeons, positioning Unity as a game-changing device. The brochure showcases the product’s advanced design and ability to enhance the speed, safety, and overall quality of the surgical procedure, thus improving outcomes for both surgeons and patients.