Architecture for growth
Embla Medical
A new global mobility solutions brand
Embla Medical is now an innovative and cutting-edge mobility solutions company focusing on the whole value chain, serving people with chronic mobility challenges in need of prosthetics, neuro orthotics and bracing solutions.
At the end of 2022, when they brought us on board, they were... already all the above, but in the form of proud world prosthetics leader Össur and 42 independent patient-care brands. Kind of unwieldy.
So, we crafted a business structure and brand architecture, and created two new global brands from scratch to support the new brand architecture and five-year business strategy.
Problem to address
Having grown from one man in 1971 to a global company with thousands of employees by 2022, Össur’s patient care segment was fragmented through multiple brands and, as a purely B2B brand in the product segment, had low consumer and patient awareness.
Over the years they had acquired numerous patient care clinics but hadn't yet strategically positioned them as one collected vertical – and, moreover, they wanted to be set up for future growth.
So, we rolled up our sleeves and set to work developing a holistic strategy to reflect the brand’s energy, creativity and ambition, and bring their story to life.
It was a super exciting project, and Frankly was instrumental both in terms of the speed of execution and, most importantly, the strategic aspect.
Two brand new brands
First, we proposed a new business and brand portfolio structure to provide the best platform for future growth. This meant we needed to create two new brands - one for patient care and one for the corporate/mother brand. And so Embla Medical and ForMotion were born.
As parent organization, Embla Medical preserves and strengthens each brand in the portfolio to create a stronger whole, bound together by shared values, vision and mission.
And ForMotion is the new name for all Embla Medical owned clinics, bringing them together into a global network of Orthotic & Prosthetic clinics providing world-class, compassionate care for patients.
Next came the defined tone of voice and visual language, optimised digital platforms, and interactive features to meaningfully engage audiences.
It was a pretty huge undertaking, but working alongside our friends at Össur we created something pretty special and, we like to think, as innovative, dynamic and people focused as Embla Medical itself.
The results
21
21%
EBITDA margin before special items
4500
4500Employees worldwide.
Including 500+ at Embla Medical HQ supporting global brands, and 1500+ at ForMotion.
6
6%
Growth in organic sales
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