MTI

MTI Medical Technology Industries
Brand Identity, Marketing Campaign, and Digital Experience

When I began working with MTI, the company was facing declining sales due to low brand recognition and an outdated visual identity. MTI is a medical equipment manufacturer specializing in power chairs for a range of medical fields, including ENT, Oral Surgery, Podiatry, Plastic Surgery, Bariatrics, and Dermatology. Although their chairs were top-rated in the industry—known for exceptional strength and weight capacity—their branding failed to reflect these competitive advantages.

Challenge:
MTI needed a new brand identity that would clearly communicate their core value: strength. Their visual presence did not match the power and innovation of their products, and their lack of brand awareness was costing them market share.

Solution:
To convey strength in a memorable and meaningful way, I developed a logo centered around a bear icon—an animal universally associated with power and resilience. Paired with bold, modern typography, the resulting mark was confident, clean, and distinctive.

To further reinforce the brand message, I crafted the tagline: "Strength in Patient Care." This line could be used alongside the logo or independently to support a wide range of messaging.

The visual identity was brought to life through custom imagery and marketing collateral. Photographs were created to showcase the chairs’ strength—featuring multiple people standing or sitting on a single chair, and even a conceptual image of a bear seated on one. These visuals were instrumental in reinforcing the product’s capabilities in the minds of physicians, buyers, and hospital decision-makers.

Execution:
The rebrand extended across multiple channels, including:

A redesigned website (UI & UX), focused on educating users about MTI's product line, and integrated with a quoting tool to support the sales team.

Sales literature, brochures, and print collateral designed to reflect the new visual system.

Video content to tell the brand story and highlight product benefits.

An aggressive direct mail campaign and digital marketing strategy (SEO and PPC), all aligned with the new brand message.

Results:
The rebrand significantly elevated MTI's presence in the market, establishing it as a leader across all its medical specialties. The new identity and integrated campaign doubled gross profits within a year—bringing the company out of the red and into a strong growth trajectory.

Recognition:
This work received an Honorable Mention and was published in Graphis Branding 7 (2018).
http://www.graphis.com/entry/ce3e0380-4ccb-4f34-a086-e3a7825bab26/