enovis: new medtech name, new focus

New brands can be a harbinger of renewed focus and growth. So when Colfax decided to spin off ESAB Corporation, its industrial business, and focus on growing a specialty medtech innovation business, it needed a new brand.

Success in naming is a balancing act between creative vision and global trademark gymnastics. From this process, Enovis (and url:enovis.com), a compact mash-up of Innovation and Vision, emerged as a firm favorite. The new name is a symbol of the company’s relentless commitment to continuous improvement to make people better.

In the words of the CEO, Matthew Trerotola, “Enovis creates a new and exciting expectation of who we will be tomorrow. It’s something we can rally around and grow together. And it’s a cool name.”

Focus often requires tough decisions about where to invest brand-building dollars, what brands to keep, and which can be dropped. To further drive home the multi-specialty focus, we advised that DJO, which is seen as an orthopedic brand and has been used at the corporate level, should be relegated to the product level. After careful consideration, our advice was to double down on Enovis everywhere to ensure