Rameem Medical Company: Re-Branding case study

01

Brief

Three years. Three agencies.
One document undelivered

Rameem Medical Company is the first orthopaedic implant manufacturer in Saudi Arabia. Based in Jeddah, SFDA-licensed and ISO 13485 certified, manufacturing trauma plates, screws, and surgical systems in support of Vision 2030's local production goals. They came to KHP for one document: the surgical technique file for their new trauma plates. They had spent three years trying to produce it with different agencies, and it had never been delivered. The reason was simple. A surgical technique is not marketing material. It is an operative document, written for surgeons, describing procedures step by step, and no agency had been able to produce content at that level.

02

The Challenge

Not a marketing
brief. A medical one.

When KHP's research found the real starting point, it was further back than the brief suggested. Beyond the surgical technique file, Rameem had no brand foundations. No identity, no print system, no company profile built to the standard required to stand in front of procurement teams and government partners.

The surgical technique itself was the most demanding deliverable. Every word had to be written to the standard a surgeon reads at. Indications, contraindications, patient positioning, surgical approaches, screw selection, postoperative treatment, every line medically accurate, every sequence correct, with no room for a single wrong word. The surgical renders required 3D files from the client's side, and they were not coming. KHP had to solve the visual problem entirely in-house, without access to the client's technical assets.

03

Our Approach

Becoming medical
inside the client's walls.

1. Step 01 - Brand Identity & Full System

   The sequence began from the ground up. Brand identity and full guidelines first. Then the print and collateral system, 22 items deep. Then the corporate profile, 14 sections, built to stand in front of procurement committees and government partners. Then the catalogue architecture: a main trauma catalogue and four specialised set catalogues covering hundreds of SKUs.

2. Step 02 - Clinical Research & Medical Writing

   KHP produced the surgical technique file the only way it can be produced: by becoming medical inside the client's walls. The team spent a full month in clinical research before a single page was written, working through operative literature, fixation principles, implant specifications, and procedure sequences, plate by plate, system by system. Every line written to the standard a surgeon reads it at.

3. Step 03 - AI Medical Imagery

   With 3D files unavailable from the client's side, KHP produced all surgical visuals in-house through AI-generated medical imagery: anatomically precise renders of surgical positions, implants, and procedures. Every detail medically accurate. Every visual built to pass clinical review. The deadline did not move.

04

The Result

Nine documents. One
integrated team. Delivered.

Nine surgical technique documents delivered, not one, covering Rameem's full trauma portfolio from distal radius to paediatric hip. Every word researched and written by KHP. Every visual AI-produced by KHP. Delivered on the deadline agreed. What three years and multiple agencies could not produce, one integrated team delivered as the final layer of a structure that now holds it.