For D.A. Surgical, I led a comprehensive medical device branding campaign to modernize TrenGuard and maintain its category authority. TrenGuard is a system of foam pads designed to stabilize patients on the operating room table during Trendelenburg positioning. Once a category leader, the brand had fallen visually behind competitors. It needed a contemporary identity and stronger positioning in the surgical space. As creative director and designer, I developed the “Staying Power” campaign with my partner to highlight TrenGuard’s unmatched stability. Central to the campaign was the patented stabilizing bump. My partner created the proprietary name “Trapezius Arch” which I turned into a branding element to give the feature distinction and memorability. This strategy strengthened product differentiation and reinforced clinical credibility.

The project extended across every touchpoint. I led a multi-day photo and video shoot to produce a full marketing asset library. Resulting materials supported journal ads, paid digital ads, email campaigns, landing pages, animation, and sales tools. The campaign debuted at AORN, where TrenGuard re-entered the market with a refined, confident presence. The updated branding system unified messaging, visuals, and product storytelling under one cohesive direction.

This medical device branding campaign demonstrates full-spectrum leadership in both concept and execution. From naming and positioning to production and rollout, the project reflects my approach as an art director. The result was a revitalized brand presence that reinforced TrenGuard’s leadership in surgical positioning and stabilized its competitive standing.