Challenge

The Medical Technology Association of New Zealand (MTANZ) sits at the centre of a sector defined by precision, urgency and constant innovation. Representing companies that advance healthcare across the country, the association helps shape policy, connect industry, and elevate the standards that directly impact patient outcomes.

Despite this vital role, the existing brand presented a static, dated image. It lacked the pace and authority of an organisation working inside an environment where technology advances by the day and decisions can influence the future of national healthcare. The identity did not reflect the heartbeat of an industry powered by invention, nor the leadership position MTANZ holds with clinicians, businesses and government. What MTANZ needed was a brand that could keep up: one with clarity, credibility and an unmistakable sense of momentum.

Approach

Working closely with the Board, we developed a strategic platform that repositioned MTANZ as both advocate and innovator. From this, a new visual identity emerged, anchored by a stylised M inspired by the spike of a heart monitor. This single mark captured the rhythm, tension and life within the sector : a pulse that symbolises the association’s commitment to improving lives through technology.

The creative direction centred on bringing that sense of dramatic, human-centred technology to life. Linework echoed real medical waveforms to express movement and precision. Photography shifted toward high-contrast scenes of illuminated surgical theatres, focused hands at work, advanced devices in action, and the quiet intensity found in moments where care and technology converge. Typography and colour were refined for clarity and authority, giving the brand the presence needed to stand confidently in front of government, industry and global partners. This identity system was carried through digital and print environments, from the website to member communications, advocacy materials and event collateral. Each touchpoint now reinforces a coherent, contemporary story of leadership within a rapidly evolving domain.

Result

The refreshed brand positions MTANZ as a modern and credible force in New Zealand’s medical technology landscape. The new identity reflects the sophistication and responsibility of the sector, strengthening recognition among stakeholders and helping the association communicate with greater confidence and influence. MTANZ now looks and feels aligned with the ambitious, innovative community it represents.

Key takeaway

By combining authority with humanity, the brand captures the pulse of an organisation at the centre of medical progress. It expresses the energy, tension and purpose of a sector where technology, healthcare and people intersect, and where MTANZ plays a critical role in shaping the future.

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