Remember the 90s? Think global, act local? As it turns out, global, as in ‘the whole wide world’ is difficult to think. Thinking globally, as in ‘broadly’ or ‘roundly’, is an easier aim. Difficult, but easier. What’s required is finesse. And emotion (never linear, always round). NEA International is a compact company with big ideas. Lots of emotion and a great deal of finesse. They asked WAACS to develop a new look & feel for their brand of PUSH medical braces: 18 products in 3 categories: CARE, MED, ORTHO. Aimed at the international market, the PUSH family of medical braces, known for their orthopedic excellence, needed to be communicative (addressing individuals as well as professionals), instructive (which grade is best for which complaint), easy to identify and distinguish (cross-culturally), and, well, stylish (fashion, after all, is feeling). Working closely with R&D, WAAC’s developed the color coding for and within each category, identified the materials, and created the necessary technical drawings to ensure production precision. In collaboration with WAAC’s, anew logo and new packaging designs were developed by Mountain Design. The results? A round brand, gone global.