Neodyne is a bioscience company with a goal to establish its technology as a global standard of care for the prevention of scarring. When it came time to launch its new tissue repair product, Neodyne turned to Michael Patrick Partners. The product promotes healing and minimal scarring formation while restoring both function and aesthetic appearance to the skin tissue. With this in mind, we developed the name “Embrace”—a simple, serious, and easy new name that would appeal to surgeons and female patients. Next we designed a brand identity to reflect the strength, innovation, and simplicity of the name and product characteristics.