As one of the premiere surgical instrument companies in the world, Stryker Instruments partnered with Humanfactors to maintain their lead over the competition. Humanfactors analyzed the Surgeon-Patient-Instrument relationship by interviewing surgeons of varied technique and logging several hours in the OR. We investigated alternative materials and manufacturing processes, reducing costs wherever possible in the instrument line. Working side by side Stryker’s engineers, our Design Team created a flow chart depicting the surgical procedure, allowing us to focus our efforts on key instruments. Humanfactors made changes both physically and intuitively in order to increase success rates, thus creating user satisfaction, increased sales, and an emergent visual brand identity.