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EG Medical is a vertically integrated manufacturing platform for the medical device and life sciences industry with R&D, engineering, mold-making, and production expertise across the entire manufacturing process. They deliver highly engineered critical components and high-precision life-saving parts. Previously a part of EG Industries and after an acquisition by Dunes Point Capital, EG Medical approached WANT in need of a powerful brand focused on the medical and life science industry.


WANT began the rebranding process by conducting discovery interviews to uncover unique differentiators for the business, customer needs, competitive threats, and market context. Additionally, we completed a competitive brand audit to understand the opportunity space from a brand positioning and naming point of view.

After completing the discovery phase, WANT began developing names for the new brand. After aligning on a shortlist of names, WANT worked with the leadership team to arrive at a final name: Atalys. The name is derived from, and is pronounced the same way as, the word “catalyst.” It embodies the positive impact and change the company strives to bring to its OEM partners and the patients they serve.

With the final name in hand, WANT worked with the leadership team to create a powerful tagline to communicate and clarify the company’s purpose and brand. After exploring a range of options we chose the tagline “Passion. Precision. Possibilities.” to amplify the company’s position as a committed group with the engineering excellence needed to expand the possible in life sciences.

Finally, WANT created the brand identity and logo for Atalys. The final Atalys logo conveys leadership, precision and mastery of complexity. The geometric Upward A Arrow symbol reflects the commitment and promise to customer success and growth. The symbol appears in three striking colors which reflect the core principals: Passion. Precision. Possibilities.


  • Brand Strategy
  • Brand Naming
  • Brand Identity

New York, NY

Miami, FL

San Francisco, CA

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