Positioning the first FDA-cleared, breathing-powered implant for recurrent pleural effusions in a market that didn’t know it needed to change.
Brand Guidelines
CHALLENGE:
Recurrent pleural effusion—chronic fluid buildup around the lungs—forces thousands of patients into a cycle of pain, breathlessness, and repeated hospital visits. For many, it means invasive procedures, infection risks, and ongoing daily maintenance. Pleural Dynamics, a MedTech innovator, set out to change that. Their breakthrough device, ACES™ (Automatic Continuous Effusion Shunt), was the first FDA-cleared, minimally invasive implant designed to eliminate recurrent pleural effusions using the body’s own breathing motion. But the brand needed a story and visual identity that matched the scale of its innovation—one that could shift the mindsets of thoracic surgeons, clinical decision-makers, and patients.
CHALLENGE:
The current standard of care for pleural effusions is both painful and limiting. Repeated thoracentesis and indwelling catheters provide only temporary relief and burden patients with maintenance, discomfort, and risk. Through a comprehensive brand audit, we uncovered the brand’s opportunity: lead not with the device, but with what it gives back—freedom. Freedom from procedures, from daily care, and from the fear of fluid returning.
SOLUTION:
ACES™ wasn’t just a new technology. It was a gentle guardian—working quietly beneath the surface to restore comfort, mobility, and peace of mind. Mixing clinical credibility with human warmth, we developed a full rebrand—new visual identity and collateral anchored by the line Freedom to breathe life in. The campaign brought the story to life: one implant, one procedure, lasting relief.
Brand Guidelines
RESULTS:
The rebrand established Pleural Dynamics as a credible leader in thoracic innovation, giving the company a consistent and scalable foundation for market growth. By focusing on what matters most—the ability to move, breathe, and live freely—we positioned ACES™ as the new standard in pleural effusion care.
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