Medical Device Innovation Consortium (MDIC)
Transforming Brand Identity for a Collaborative Leader in Medical Technology
The project
The Medical Device Innovation Consortium (MDIC), a unique public-private partnership dedicated to advancing medical technologies, engaged Orange Square for a comprehensive rebranding effort.
With the objective of more effectively reflecting MDIC’s influential role as a convener and innovator within the medical technology ecosystem, we used our Orange Square framework to reshape MDIC’s brand identity, architecture, and messaging with clarity and alignment.
The challenge
How do you clearly communicate MDIC’s unique value as a collaborative organization while authentically representing its forward-looking mission?
As MDIC expanded its influence and initiatives, the existing brand needed to more clearly reflect the organization’s collaborative spirit and leadership role in medical innovation. With diverse stakeholders and new leadership providing a timely opportunity, the challenge was to strategically evolve MDIC’s brand to enhance clarity, strengthen engagement, and better communicate its essential role within the medical technology community.
The strategy
Orange Square began by conducting a comprehensive brand audit and competitive analysis, identifying strengths, perceptions, and opportunities through stakeholder interviews. We used our strategic framework to clearly define mission, vision, core beliefs, and brand architecture. We then focused on reshaping organizational clarity and alignment around MDIC’s target audiences, structure of services, competitive differentiators, market objectives, and market positioning and messaging.
Based on our findings, we recommended an endorsed brand structure, boosting MDIC’s visibility while maintaining flexibility for future initiatives and sub-brands. We then crafted a clear, authentic brand voice and positioning that highlighted MDIC as a neutral and trusted convener dedicated to accelerating medical innovation. The refreshed identity strategically reinforced collaboration, innovation, and impact, intentionally designed to resonate with diverse stakeholders.
Developing the visual identity
Building on our strategic insights, we explored several visual directions, from classic to innovative, to define the optimal evolution of MDIC’s identity. In collaboration with MDIC’s leadership, we finalized a refreshed logo, contemporary color palette, typography, and dynamic graphic elements. Each visual component strategically expressed MDIC’s collaborative spirit and innovative mindset, while honoring the trust the organization had already established.
The result
MDIC’s refreshed identity positions the organization clearly as a visionary leader and premier convener in medical technology innovation, significantly enhancing stakeholder engagement and brand visibility.
Inspired by MDIC’s collaborative culture, the new logo and visual elements strategically elevated recognition, creating stronger clarity and consistency across all communications.
The strategic rebrand delivered:
- Improved clarity and consistency in internal and external communications.
- Increased stakeholder engagement and industry recognition.
- Strengthened market positioning that authentically reflects MDIC’s forward-looking mission.
MDIC’s revitalized brand now captures its influential role in driving innovation, improving healthcare outcomes, and fostering collaboration—setting the foundation for sustained organizational growth and impact.
