Most medical brand names are literal, descriptive, or just plain boring. For our client, they had an orthotic knee replacement device that was on par with the best in the business, but affordable to more patients. This was a reason to celebrate. By having a successful knee replacement, weddings could be attended, golf could be played, grandkids could be hugged. The name needed to capture that sense of restoration, but on an emotive level. Exult proved to be just that name, imbued with a sense of celebration and relief. You could now relax, enjoy, and live your best life. Rather than describe the physical qualities of the product, we chose to highlight the emotional benefits of the procedure. In the end, the client had a brand name that felt right to all involved, giving doctors, administrators, and patients a reason to jump for joy.