Project Details

  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Name Creation
  • Corporate Logo Design
  • Tag Line Creation
  • Domain Name Acquisition

The Challenge: Create an entirely new company name, logo and tagline while strategically positioning it against the competition.

This medical device provider wanted a name that highlighted their desire to fight on behalf of their clients, to go to the mat, to be in their corner championing their cause. This was a feisty bunch that refused to accept no and wouldn’t stand to let their customers settle for second best. If any project called for a punchy name, it was this one. So the Tungsten crew came up with TKO Surgical with the tagline “Technically Superior.” This drew from the acronym Technical Knock Out, a term used extensively in boxing. While other more timid firms settled for weak, generic names, this team powered up their brand image with a name that delivered a decisive message. And it gave them a platform to play from for all future marketing and collateral materials. From "being in your corner" to "going the distance", they now had an entire nomenclature to work with when writing advertising copy.

Once the name was decided, we created a matching web site We introduced the site with a custom Flash intro that really set the stage for their online presence. Their challenge to us was to make them look like champions, and we did just that.