To make some headway in an already saturated market, this biotech company contacted LSHD to help develop a corporate brand identity in parallel with the launch of its first product, AmnioClear. This product was a disruptive technology—an in vivo wound covering comprised of a natural human material, known for its therapeutic healing properties. To grab the attention of surgeons in the orthopedic and spine channels, LSHD focused on surgeons’ belief that what comes from the body is best to heal the body. “The Change is Natural” series makes a direct and quick connection between the material, its source, and the implied healing benefits, and caused a stir of interest within the market.