DJO Global / Product Branding

DJO needed to gain market share within the competitive “off-the-shelf” brace category and defend against new competitors and new technology. They wanted to find a way to break away from product commoditization to develop a premium positioning in the market. The FullForce campaign was created to make an emotional connection with consumers and give them a reason to buy beyond product features and benefits. A rich background story highlighting the amazing professional athletes who only wear DJO braces added a human element to an otherwise purely functional product. This fostered brand affinity and inspired people to choose DJO to help them return to the physical activities they love.

DonJoy FullForce Brochure

DonJoy FullForce Microsite

FullForce Tradeshow Graphic

OA Pain Management Brochure

Spine Treatment Solutions Brochure

OA Pain Management & Spine Treatment Tradeshow Booth

Client // DJO Global
Photographers // Tim Mantoani & John Mireles
Retouchers //  The Orange Apple & Avid Studios
Art Director // Jethro Ames

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