Said NPI’s CEO in regard to our rebranding efforts and we loved to hear that. The refresh led to more organic, direct and referral website traffic, more leads, more awareness and more RFQs rolled in.


The Challenge

The medical device industry is highly regulated with competitive suppliers constantly working alongside clients to produce life-impacting items such as catheters, DNA sequencing kits and more. NPI/Medical of Ansonia, Conn., works with some of the biggest players in medical devices, life sciences and healthcare. In an intense market, NPI wanted to stand out from their competitors.


The Solution

Building on a brand tagline we developed soon after starting work — Anything But Prototypical™ — we sought to visually detail the “window into NPI’s process” through fresh photography and eye-catching creative tactics. We redesigned NPI’s entire website, revamped their trade show booth, overhauled collateral and reimagined digital ads. The effort clearly communicated that NPI is more than just a typical plastic molder spitting out prototype parts. NPI is a partner that takes on complex projects, turns them around quickly while never — ever — compromising on quality.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.