MTI's sales were suffering due to low brand recognition, and they desperately needed a new brand system and logo. MTI is a medical manufacturer that makes power chairs for use in various medical specialties: ENT, Oral Surgery, Podiatry, Plastic Surgery, Bariatrics, and Dermatology. Their medical chairs are top-rated in the healthcare industry for how much weight they can lift, but they didn't have a logo or brand look that encompassed what they do. My task was to create a new brand logo and identity that encompassed and portrayed the strength of the chairs while remaining sensitive to medical health care needs.

My solution was to depict something of strength, and the image of a bear came to mind and was developed as the icon mark. Paired with strong, bold type, the resulting logo concisely conveyed the meaning of strength. In speaking with the company owners, engineers, and doctors, the word "strength" again was the term that came to the forefront. I developed a tagline using this information to complement and further give a window into the brand, "Strength in patient care" which could be paired with or without the iconic logo. Imagery and photography guidelines to support the idea were also created, including having a number of models standing or sitting on the chair at once, even creating an image of a bear sitting on one of the chairs.

The new logo and tagline paired with these images reinforced the concept of unparalleled strength of the chairs in the minds of the doctors and hospital purchasing agents. Put into use with newly designed literature, web site, video, and an aggressive direct mail and SEO/PPC campaign, the resulting brand system drove recognition of the brand to make MTI a market leader in all of their medical specialties and doubled gross profit in the first year of use, bringing the company out of the red.