InMotion Musculoskeletal Institute, a leading research center for orthopaedic health, is launching an identity refresh with the help of brand identity specialist firm, Tactical Magic. In an effort to improve awareness and understanding with a broader audience, the organization is adopting a new descriptor and will now be known as InMotion Orthopaedic Research Center. Executive director Dick Tarr explains that the former “Muskuloskeletal Institute” moniker was relevant to the scientific community, but the center’s new emphasis on communicating to a non-clinical audience demands a less “esoteric” description.
In conjunction, the center is promoting a new tagline, Discoveries That Keep People MovingSM. InMotion hopes to encourage greater awareness of the health, lifestyle and economic benefits of advancements in orthopaedic treatments. InMotion director of grants and communications Chris Przybyszewski credits Tactical Magic for working with the internal brand team and coaching a successful outcome. “The strength of Tactical Magic is their process,” says Przybyszewski. He adds, “Branding is so important to a company, its value can’t be underestimated. However, approaches to branding can vary dramatically. TM’s approach is simple, fast, thorough, and very effective. They did a great job for us.” Przybyszewski also worked with Tactical Magic to fine tune the InMotion logo and branding graphics, “Their approach to design is clarity first, elegance valued, and sensibilities focused on the customer’s desires. TM delivered a set of high-powered but simple document designs I will use for all my company’s needs.”
About InMotion Orthopaedic Research Center:
The InMotion Orthopaedic Research Center is an independent, private, not-for-profit orthopaedic research laboratory whose "discoveries keep people moving.” InMotion's mission is to accelerate scientific discoveries in orthopaedics that enhance personal mobility, leading to greater individual freedom and a more fulfilling life.
Learn more at www.inmotionmemphis.org
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