Endologix unveils a major acquisition and a new brand
In early February, aortic disorder innovator Endologix announced completion of its merger with TriVascular, and formally launched a new brand created by Straightline.
The deal gave Endologix three distinct technologies for treating abdominal aortic aneurysm (AAA), a life-threatening condition, and a challenging corner of the huge medical device market. Helping to explain the need for three device options (more than any competitor) became a major requirement for the new brand. Straightline worked closely with Endologix to develop messaging and a brand image to support its strategy to be the first comprehensive aortic solution provider.
The tagline “Treat more patients more effectively” positions choice and customization as empowerment for physicians. The symbol, a stylized image of the full aorta, evokes the long-term strategy to provide a full range of aortic treatments.