Shockwave Case Study

Creating a 13 Billion Dollar Medical Device Brand

Shockwave Medical pioneered intravascular lithotripsy (IVL), a radically different way to treat calcified cardiovascular disease. The technology was groundbreaking. The brand wasn’t. It lacked the clarity and confidence needed to lead a new category. HueRx stepped in to build brand that matched the innovation. The results speak for themselves. Shockwave didn’t just build a brand. It built a category. In 2024, the company was acquired by Johnson & Johnson for $13 billion—one of the largest medtech deals in recent history. The brand played a key role in elevating perception and accelerating adoption.
Our Approach

Building a brand as precise and powerful as the device itself.

1. Strategic Positioning

We defined Shockwave as a category leader delivering “powerfully gentle” technology. The strategy framed IVL as both disruptive and intuitive—positioning the brand to connect with clinicians, procurement teams, and investors alike.

2. Brand Story and Messaging

We created messaging that stood out and made people pay attention. Every audience got what they needed—clinical value for physicians, differentiation for procurement, and momentum for investors. Confident, credible, and clear.

3. Visual Identity and Brand Assets

We delivered a scalable identity system, from products to trials, and the tools to launch it. From logo and color to sales decks, explainer visuals, and trade show kits—every asset was built to perform in the real world.
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The Work
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