CLIENT
Zimmer Biomet
INDUSTRY
Healthcare
ABOUT
Zimmer Biomet is one of the world’s leading medical device companies, known for its orthopaedic implants and surgical innovations. Their products are used daily across UK hospitals and private clinics, often supporting patients through life-changing procedures such as hip, shoulder, and knee replacements.
Project created in partnership with Perfect Storm
CHOOSE PROJECT
Brief
Zimmer Biomet asked us to create three patient-facing brochures for hip, shoulder and knee replacement surgery.
The brief centred on clarity, empathy and clinical accuracy: a shared structure, warm and simple language, and a design style aligned to their global brand but adapted for UK patients and clinicians across NHS and private settings.
We needed a single format that could flex for hip, shoulder and knee content without losing clarity. Each version had to feel tailored, yet follow the same intuitive journey so patients weren’t left comparing very different styles of guidance.
CHALLENGE ONE
Building one structure that worked hard for three different surgeries
CHALLENGE TWO
Shaping the copy to lower anxiety, not raise it
The challenge was writing simply without oversimplifying, and keeping reassurance front-of-mind without drifting into anything vague or patronising.
Every line had to be clinically sound and approved by specialists, but not written in clinical language. It meant translating complex information into everyday phrasing that still held up to scrutiny from surgeons, nurses and physiotherapists.
CHALLENGE THREE
Keeping the tone warm while holding a high bar for medical accuracy
The design work had to honour the brand while warming the palette, photography and pacing so it felt more relatable for British readers.
CHALLENGE FOUR
Balancing a global brand with local expectations
CHALLENGE FIVE
Guiding patients through complex steps in a way that felt manageable
We needed layouts that helped people take things in piece by piece — clear sections, simple diagrams, and visual cues that made the journey feel structured rather than overwhelming.
The materials had to earn trust on both sides: practical for busy NHS teams, polished enough for private hospitals, and consistent enough that any clinician could hand them over.
CHALLENGE SIX
Creating something clinicians could use confidently across both NHS and private settings
Wireframes
We began with detailed wireframes that mapped the entire patient journey from early symptoms to life after surgery.
Each brochure followed the same four-part structure, allowing readers to orient themselves quickly while giving space for operation-specific guidance.
The wireframes showed how diagrams, step-by-step explanations and lifestyle imagery would work together to offer reassurance. They also helped clinical reviewers visualise how information would flow, making approvals smoother across all three brochures.
Copywriting
The copy was shaped to feel warm, steady, and human.
Patients facing joint replacement often arrive anxious, so we stripped out jargon, removed anything that could be interpreted as alarming, and used clear, everyday language without being patronising.
At the same time, every paragraph was checked against clinical sources to ensure medical precision.
The result was guidance that reads like a conversation with a trusted professional: supportive, honest, and calm.
Look & Feel and Design Creation
Zimmer Biomet’s core brand provided the foundation, but we adapted the visual system to resonate with British patients.
Softer photography, warmer colour cues, and more open layouts made the brochures feel inviting rather than corporate.
Medical illustrations were refined for clarity and consistency across all three surgical types.
The final designs balanced authority with empathy, reflecting a global brand while feeling personal and local.
Result
The brochure suite has been introduced across UK clinics using Zimmer Biomet implants as a co-marketing support tool.
Clinicians now have clear, consistent guides to share with patients, and patients have materials that reduce uncertainty, improve understanding, and help them feel supported from first conversation to full recovery.
Client's perspective.
"Client quote goes here".
Client's name
Client's job role
5/5:
