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.
Selected Projects
Corporate Women UnleashedVisual Identity
WhisperCuts: A Speakeasy SalonBranding & Identity Design
National Day of the Cowboy 2020Illustration
IntersectionsEditorial Illustrations
UF: The Agency Look BookIdentity Design, Collateral
Gainesville Fruit Co.Art Prints & Branding
Brand Identities & TrademarksLogo Designs
UF: Gatorade® 50th AnniversaryAnniversary Logo System
UF: Presidential Search MaterialsRecruitment Collateral
UF: GatorBytes Publication DesignEditorial Design
MAVY MapMap Illustration
26th National Cowboy Poetry GatheringPoster Design
Moon, Mars and BeyondPoster Design
UF: Innovation Academy BrandingProgram Branding
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
The U.S. Bureau of National WondersPoster Series
Dive Rite Brand IdentityLogo Design
UF: Land Grant Anniversary AdvertisingAdvertising Design
Titanic: Ship of DreamsMerchandising Art
UF: Swamp SymphonyPoster Design
Gainesville Regional UtilitiesAnniversary Campaign
Certified Leader for Creativity
Grant Award Winner
Certified Design Thinker
Founding Vice-President
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MetaVisual • Gainesville, FL • 352.262.4865
