Avanos, a global medical device company, specializes in pre- and post-surgical pain management and enteral feeding. After a decade using a unified master brand, the company reassessed its brand framework to enhance positioning and organizational alignment for growth. The master brand strategy proved ineffective as Avanos struggled for recognition in developed markets. To address this, the creative and client teams developed an endorsed brand strategy, leveraging the trust of core product brands while strengthening corporate identity. The initiative includes aligning product segments, revitalizing messaging, and creating digital sales tools. An online global brand style guide will be established with all digital assets and templates upon completion.