Inner Vision Case Study

Situation

InnerVision Wellness Imaging entered the CT diagnostic imaging market knowing that it needed to distinguish its values from those of its competitors. The market had become overly saturated with CT imaging companies, all offering similar services and projecting similar values from one another. Although, most companies were providing services through inferior technology from that offered by InnerVision. This kind of approach from competitive companies created confusion in consumers and aided in uncertainty about the validity of diagnostic imaging as opposed to traditional diagnostic methods. InnerVision knew that it would take something special to set a new standard and regain consumer confidence and understanding about CT diagnostic imaging.

Solution

InnerVision Wellness Imaging is one of the first companies to implement "open-air" scanners in the medical industry, eliminating the claustrophobia involved with an actual diagnostic imaging session. MVC realized that this opened up a unique brand opportunity for InnerVision. By projecting values of sensitivity to the human experience, as opposed to only the technological one, MVC was able to position InnerVision as a preventative service as well as a diagnostic one. MVC positioned InnerVision to offer its clients well being and peace of mind.

Starting with the company's identity, MVC created a logo that is not only an abstraction of the first initials of the company's name and of the human form, but is also a positive reflection of the coexistence of humans and technology. By using an organic orange, balanced by a sleek gray offset by a refined variation of the standard "RGB" colors, MVC was able to create a harmonious, complete and modern logo.

MVC has built the InnerVision brand to project the positive and empowering attributes behind the use of technology. MVC carried these values throughout the identity system, website and other core collateral. MVC has continuously evolved the brand and given its values further expression though the many advertising and direct marketing campaigns MVC has developed for InnerVision.

InnerVision is currently considered a "Gold" standard diagnostic imaging company.