Branding Attune Care for
Johnson & Johnson [Mumbai]

  • Client NextServices, Johnson & Johnson, Mumbai / Industry Healthcare / Category Branding, Web + Mobile

ATTUNE Knee System is a state-of-the-art knee replacement technology from DePuy Synthes Joint Reconstruction, a global leader in hip, knee and shoulder replacement and part of the DePuy Synthes Companies of Johnson & Johnson.

ATTUNE Knee System recently released a mobile application, ATTUNE Care, that offered prospective patients information on pre to post surgery care. For this launch, ATTUNE was looking at creating a unique, integrated patient experience centered around confidence and care, as part of a patient’s knee replacement journey, pre to post surgery.

Creating an Integrated Brand Experience

The identity scheme and branding approach that followed shared day-to-day life stories of knee replacement patients, establishing an integrated experience of ‘Attune Care’ and ‘Attune Confidence’ through all brand-customer touch-points.

We were involved in creating the identity and its extensions for use in the Attune Care mobile application and printed collateral covering in-clinic posters, product brochures, patient card, the web launch and launch e-mailers informing stakeholders.

In form, the identity highlighted a symbolic ‘C’ for the unique experience of Care, Comfort and Confidence surrounding the use of the ATTUNE knee implant; in places, taking on the form of a characteristic badge as a mark of patient pride.


Attune Care proved to be a trusted companion by offering a 360 degree support system (information, insights and daily tips) that patients need and hospitals may or may not have the time for. The campaign reached out to over 4000 patients and built a new sense of confidence in them, 400 patients registered on the Attune Care application in less than 3 months and ATTUNE expanded their customer base by 150% doubling sales that year.

Client Speak

“We just launched the Attune Care app to rave reviews and I wanted to take this opportunity to thank everyone…for helping us make this happen. The brand identity and related branding was high quality and just bang on. Thanks”.

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