Marketing Programs

A Rebrand for a patient-focused company

Forty-one 12 partnered with Ability Prosthetics and Orthotics to develop a brand and website that reflected their commitment to the industry and their patients.

Rebecca Ficca, Senior Account Director, forty-one 12


From the beginning, it was clear that Ability Prosthetics & Orthotic’s website and brand did not reflect what the company evolved into over the past several years. At the core of the company was a group of committed practitioners and partners who changed people’s lives – and their brand needed to reflect that.

Our objective was to help Ability reflect an updated brand through their website and collateral materials; carrying tonality, messaging, and visual elements to represent the state-of-the-art prosthetics and orthotics enterprise that they transformed into.


An in-depth discovery process was conducted ahead of developing the new website. This included extensive qualitative and quantitative research that was supplemented by interviews and collaboration with practitioners, vendors and patients. This stemmed into the development of buyer personas, which were kept top of mind through the completion of a content audit, SEO strategy and gap analysis.

We took a self-segmentation approach to the design, giving users the option to go to the area of interest immediately. To highlight content, we created a light, open design to let it speak for itself. The final delivery was a brand, website and collateral material that represented Ability’s commitment to the industry and their patients that could grow with them for years to come.