The MTF Biologics rebrand focused on modernizing the identity through updated visual elements, including a refreshed logo, color palette, and typography, while preserving its legacy and mission in tissue donation. The work emphasized clarity, trust, and emotional resonance to better connect with both medical professionals and donor families.
MTF Biologics was formally named The Musculoskeletal Transplant Foundation (what a mouthful!) but known in the industry as “MTF.”
At the time, MTF was known world-wide as “the largest tissue bank” and an industry leader in supplying allograft tissue to healthcare professionals, doctors and surgeons.
Founded in 1987, MTF is a nationally recognized non-profit. MTF receives donated human tissue, such as skin, bone, tendons, ligaments, cartilage and birth tissues from donors throughout the country, then processes and distributes it to the medical community to support and advance patient care.
The organization began with a focus in Orthopedic research and over the course of 35 years MTF Biologics has expanded it’s mission to focus on advanced tissue development and embarking on new paths of innovation.
Today MTF Biologics’ team of engineers, scientists and technicians work hand-in-hand with surgeons in orthopedics, plastic and reconstruction surgery and wound healing specialists to develop tissue products that improve patient healing and outcomes.
Project
Rebrand & Phase 1 Rollout
Client
Musculoskeletal Transplant FoundationÂ
What We Did
Discovery, Strategy, Brand Positioning, Brand Identity, Launch Campaign
New Name and a new visual identity. Musculoskeletal Transplant Foundation becomes MTF biologics
The organization’s new name was intentionally chosen. “MTF” is a nod to its history and rich legacy of leadership in tissue science. “Biologics” underscores the tissues and products it develops and will continue to create, refine and advance.
”"MTF Biologics is science-driven and patient-focused. Our team comes to work every day determined to help people around the world who are suffering because of accident, illness or injury. We take our responsibility to our patients and our physician partners very seriously, and our new name communicates that science is at the core of our work, but compassion is what drives it."
Bruce StroeverPresident and Chief Executive Officer
Old Brand
- Very busy
- Color palette not associated with ‘exciting and innovative’
- Generic illustration
- Clip art feel
What Was Delivered
Internal Brand Rollout
In preparation for launch we developed a multi-stage deployment strategy.
Marketing Collateral Refresh
Digital Corporate Catalog
Custom Live Navigation Product Catalog
To easily show all product offerings in one space, we developed a custom pdf catalog showcasing MTF's mission to showcase their innovative product offerings. Pdf is easily navigated via a color coded tab system making it easy for purchasers to find the products they need to fulfill for recurring orders.
Click on the cover to see it live.
Brand Guide
An ever evolving living brand document
Since the phase 1 launch, The MTF Biologics brand has shifted with the expansion and needs of the company to encompass all the divisional offerings, including donor services, HR and recruitment as well as being a visual guide for marketing materials.
