Cardiovascular Systems, Inc. (CSI) is a leading innovator in medical devices and technology to treat peripheral and coronary artery disease, helping physicians conquer even the most difficult disease states and driving better outcomes for patients. Over the years, its product portfolio had become a hodgepodge of brand name styles through acquisition and internal development. Inconsistency in offering names can confuse both customers and internal audiences and waste resources as teams reinvent the wheel every time a new product is introduced. The company turned to Catchword to help them organize. We worked closely with the client team to assess the portfolio, develop a clear and coherent brand architecture, and provide an easy-to-use naming protocol to guide future name development. The company was later acquired by global healthcare leader Abbott in a move that retained the CSI brand and portfolio.
