Able Co.
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A foundational name and cybernetic brand identity for a new kind of prosthetics PRM
Able Co.'s identity operates at the intersection of human and machine in a brand that redefines ability and cybernetics.
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For thousands of people every year, a new physical disability changes everything. Fortunately, doctors, nurses, and prosthetists can make all the difference. But too often these professionals have to make do with limited tools.
Able Company is a new kind of patient relationship manager (or PRM) designed by and for prosthetics professionals. Able Co. helps them help their patients get moving again.
PRMs are the core of medical treatment, handling all information storage about a patient. That organization of knowledge is particularly important in prosthetics, where treatments are highly individualized with custom-made parts by multiple, often unrelated parties, including multiple medical teams and various specialist prosthetics producers.
Naming & Brand Strategy
The Able Co. brand story is rooted in the recognition that difference doesn’t mean limitation. It’s a brand that embraces the values of adaptation and perseverance.
Able Co. is about forging ahead as a team, focusing the narrative on ability rather than disability. It emphasizes that the intersection of humans and technology in prosthetics is far from a compromise—it’s a newfound and incredible capability.
It also operates in a military history. Many patients require prosthetics as a result of injuries sustained during their military service. The company name uses the phonetic alphabet of WWII and earlier (“Able” for “A”), conveying an impression of an indomitable spirit that will never quit, even when times are at their toughest.
Lastly, it hearkens back to the expression that you are the company you keep. Able is team that’s uplifting, heartfelt, and unfailingly optimistic about tomorrow.
There are numerous parallels at play: doctors can unlock new superpowers with software just as patients do with prosthetics. The brand centers reframes these relationships as teamwork—the way all great work gets done—rather than reliance and dependence.
To support this direction, a series of short pieces of text show “microencouragements” that reinforce the concept of teamwork, collaboration, and community. Some examples:
The wordmark is based on GT Cinetype by GrilliType, a typeface created for film subtitles back when that meant using a laser to cut holes in the film
Due to technological limitations, the laser could only move in straight lines, meaning the type has no curves. The result is a fusion of technological ability imperfectly striving to meet humanistic goals on a task humans alone can’t possibly do. Importantly, that technology is always getting better, so the type serves as a homage to a legacy of continual improvement as an inseparable team between human and machine.
It’s an apt metaphor for a prosthetics-related brand—prostheses are themselves imperfect but somehow, like the type does, those differences in each component’s limitations and capabilities combine to make something incredible.
For the wordmark, the angular nature of the type is exaggerated and the angles distorted to really emphasize its character at smaller sizes, even to the point that it loses its original geometry and proportion.