Exactech: Brand Identity

PRODUCED AS ART DIRECTOR, DECA DESIGN AND PRINCIPAL, METAVISUAL

Creative Direction
Art Direction
Photo Direction
Advertising Design + Copywriting
Photography: Allen Cheuvront, John Jernigan

A sweeping, comprehensive brand identity for medical device manufacturer Exactech was the result of a long collaboration of 12+ years while serving with Nick Decarlis of DECA Design that continued with MetaVisual. All aspects of the creative process were managed for this client, from strategic planning, sub-branding, collateral design, annual reports, photo direction, packaging and promotional materials. Publicly traded and steadily growing since its founding in 1985, Exactech is the textbook definition of a great client: Committed to quality and integrity, constantly innovating it’s products, and invested in the design process as an essential tool for growing and focusing its brand.

In an industry filled with competitive materials showcasing x-rays, research data and bloody surgical photos, we established a visual system for Exactech based on the elegance of engineering based on natural human anatomy. Colors and visual approaches were chosen to be inviting and relatable -- as opposed to the clinical feel of most medical device marketing.

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Selected Projects

UF: Gatorade® 50th AnniversaryAnniversary Logo System

UF: Presidential Search MaterialsRecruitment Collateral

MAVY MapMap Illustration

Moon, Mars and BeyondPoster Design

Exactech: Optetrak Ad CampaignAdvertising Design

UF: Real Liberty CityStorytelling Campaign

WUFT-WJUF Anniversary PosterPoster Design / Illustration

The Dead HeroesSports Trademark

The Nature of Our CommunityPromotional Campaign

Dive Gear ExpressIdentity & Advertising

Desert Cowboy ExpressPoster Design

RTI Biologics: Orlando RoyaleSales Meeting Campaign

The Call to AdventureEditorial Illustration

Harn Museum of ArtMerchandising Design

Titanic: Ship of DreamsMerchandising Art

UF: Swamp SymphonyPoster Design

Gainesville Regional UtilitiesAnniversary Campaign

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COMMITTED TO GAINESVILLE

Every visual communicator has a responsibility to ask the question “Does my work add to this community in a meaningful, lasting way? Should it? Can it?” For almost 30 years I have worked to celebrate Gainesville and its thriving community with my work. Let's collaborate.

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Certified Leader for Creativity

Grant Award Winner

Founding Vice President

MetaVisual  •  3535 Southwest 63rd Lane • Gainesville, FL  32608 • 352.262.4865

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