Peter Misur is an orthopaedic surgeon establishing his private practice in the competitive environment of Auckland, NZ. Our brief was to rebrand his practice. To set Peter apart from other orthopaedic surgeons, communicate confidence and establish connections, we took that insight and created a business card that simulates the feeling and sound of knee damage. The card has an internal spring steel mechanism; when the card is bent a pop can be felt and heard, a familiar sensation for orthopaedic patients.