Campaign Taglines
Concise, punchy taglines that encapsulate products and campaigns in an instant.
Astra: A Forward-Looking Brand Story
Space is an apt theme for Enovis’ enabling technologies brand Astra, a cluster of futuristic tools that enhance surgeon capabilities, launched in 2025.
Artificial intelligence and augmented reality allow orthopedists to escape the gravitational pull of traditional surgical methods, while remaining in the pilot’s seat.
To apply a precise amount of thrust to the motif, I engineered taglines and supporting copy scattered with concepts borrowed from spacecraft and astronautics.
The voyage begins with the overarching brand tagline intended to evoke the otherworldly yet grounded essence:
Far-Reaching Technology. Closer Than Ever.
ARVIS, the lodestar of the Astra constellation, and the other constituent products, propel the arc further through taglines and descriptive copy communicating features and benefits that transcend the traditional surgical experience.
In this hype video, copy and concepts that I developed reinforce the brand’s position at the outer edge of technological possibility.
Defiance Knee Brace Tagline
In this ad for the No. 1 knee brace in collegiate and professional football, the DonJoy Defiance Pro, I balanced dense supporting data with a tagline that drives the reader into the turf: Think of it as your knee’s offensive line.
Hip + Knee Surgery Conference
Crafted taglines for the Enovis booth and other materials for the surgical division to make a splash at the American Association of Hip and Knee Surgeons 2024. Formulated the “Eno-vation” concept as a refrain to be repeated throughout—appearing in everything from e-blasts to hallway banners and escalator clings.
Our ethos of surgeon-centric design required its own term.
We call it “Eno-vation.”
X-Act Fit Shoulder
Created the tagline Approach Recovery from Any Angle to differentiate product launch materials for the DonJoy X-Act Fit Shoulder, used on a variety of marketing assets, including a landing page, social media posts, and a product marketing video.
The main value proposition of this high-end shoulder brace is that it permits the patient’s arm to heal in a wide range of angles of internal/external rotation and abduction/adduction—allowing patients to customize their approach to recovery. I also worked with product managers to script the video featured below.
Performance and Refresh Shoes
Created the taglines When comfort is central to a vibrant life and A vibrant life revolves around comfort to accompany a campaign for the Performance and Refresh shoes from diabetic footwear brand Dr. Comfort.
The aim was to emphasize the top-selling shoes’ electrifying new colorways while leveraging the versatility of these popular cross-trainers.
