CAST Orthopaedics


  • Naming /
  • Branding /
  • Strategy /
  • Experience /
  • Design /
  • Execution /


  • Health, Medical & Biotech /

Launching a future-focused orthopaedic practice inspired by its founder.

Orthopaedic surgeon, Dr Claudia Di Bella, was transitioning from work as a single operator to establishing a multi-surgeon practice. WhiteRhino were tasked with naming and branding the new practice, without losing site of Di Bella's own reputation and personality in the process.

The name CAST was selected, an acronym for Comprehensive Arthroplasty and Sarcoma Treatment. Harnessing the unique attributes of the original founder, the brand was designed to communicate a bold, feminine personality, delivering on the promise to reflect the integrity of Di Bella's own professional practice.