When I began working with MTI, their sales were struggling due to low brand recognition. MTI, a medical manufacturer of power chairs for specialties like ENT, oral surgery, podiatry, plastic surgery, bariatrics, and dermatology, lacked a logo or brand identity that reflected their product’s strength. Their chairs, known for lifting heavy weight, needed a visual identity to match.
I developed the concept of a bear to symbolize strength, paired with bold, strong typography to convey the same message. To further emphasize the brand, I created the tagline, "Strength in patient care," which could be used alongside the logo or on its own. Supporting imagery featured models sitting or standing on the chairs, even depicting a bear on one to reinforce the strength concept.
The new brand system was supported by updated literature, website, video, and an aggressive direct mail and SEO/PPC campaign. This comprehensive approach increased brand recognition, helping MTI become a market leader in their specialties. As a result, the company doubled its gross revenue within the year and emerged from the red.
This work received an Honorable Mention, and was published in Graphis Branding 7 2018. http://www.graphis.com/entry/ce3e0380-4ccb-4f34-a086-e3a7825bab26/
MTI Product Demo Video
This is a short product demonstration video that promotes MTI's new Chair-mounted Leg Wrapping Support. I wrote the script, produced storyboards, designed graphic elements, and art directed the video shoot.