Challenge

Since 1986, Nea International has been developing innovative braces for a wide range of joint injuries and ailments. Under the brand names Push and Push Sports, these products find their way to users across the globe. Innovation and pushing boundaries are at the core of the company. However, the unconventional character was not yet fully reflected in Push’s brand expression. In a predominantly traditional market, a clear opportunity presented itself: to position the brand fiercely by making explicit what it stands for.

Idea

The key lay in rethinking the approach. What if, instead of selling products, you sold the outcome? Not the brace itself, but the freedom of movement it gives the user. This shift gave the existing payoff Push for freedom real meaning and allowed it to evolve into the guiding motto for the further development of the visual identity. From there, a broader brand translation emerged: one that creates space not only for technical details and product information, but also for what people feel empowered to do and achieve again thanks to Push. This comes to life in lifestyle photography and videography. As a result, prescribing a brace shifts from something patients “have to” accept to something they genuinely want.

Result

Together with Nea International, we have been building the Push brand for several years, with restoring freedom of movement as the clear guiding principle. This focal point informed all brand choices and ensured coherence in imagery, language and experience. As a result, Push positioned itself no longer as a maker of functional braces, but as a partner in active recovery and staying in motion. Recognisable, human, and forwardlooking.

This brand identity unfolds in campaigns, brochures, exhibition stands, and product onepagers (one of which is a design prize-winner!). What began as a bold step in a segmented global market has grown into a worldwide success. All 40 countries are now enthusiastic, and demand for innovative brand and product promotion materials continues to rise every day.