ABJHI approached MeDM through a referral, seeking a partner that could translate its expertise and values into a fresh, forward-looking brand identity. With a strong alignment in values and approach, MeDM was selected for its proven branding capabilities, cultural fit, and budget-conscious solutions.
From discovery and research to design and final presentation, MeDM guided the project with precision, collaboration, and empathy for the client’s goals.
The Alberta Bone and Joint Health Institute (ABJHI) is an independent charitable organization dedicated to improving care for people with bone and joint health conditions. ABJHI transforms evidence-based research into innovative practices and tools that enhance patient outcomes across Alberta. Known for bridging the gap between clinical evidence and practical application, ABJHI plays a key role in advancing healthcare quality and efficiency throughout the province.
Due to ongoing structural changes within Alberta’s healthcare system, ABJHI needed to reposition itself beyond its traditional role within the bone and joint community. The organization required a new identity that would enable it to broaden its collaborations and clearly communicate its evolving scope. MeDM was tasked with creating a rebrand that would preserve ABJHI’s credibility while allowing flexibility for future growth and diversification of partnerships.
MeDM began by conducting a thorough review of ABJHI’s existing materials and engaging key stakeholders to understand the organization’s values, history, and vision for the future. This discovery process informed the development of creative directions and mood boards that captured both the legacy and forward momentum of ABJHI’s mission.
The MeDM team then facilitated the naming process, proposing and refining multiple options before finalizing a new company name and visual identity. Multiple logo concepts were designed, evaluated, and refined collaboratively, leading to two final approved versions. Alongside the visual identity, MeDM registered new domains, crafted a detailed creative brief, and redesigned ABJHI’s business case presentation to align with the new brand direction. The result was a professional, modern, and adaptable brand system that reflected ABJHI’s expanded purpose and vision.
The rebranding initiative delivered tangible outcomes, including a new company name, finalized logo design, registered domains, and updated business case materials. The refreshed identity empowered ABJHI to confidently present itself to new stakeholders and partners, reinforcing its reputation for innovation, credibility, and leadership in healthcare improvement. The project was completed on time, within scope, and exceeded client expectations for both quality and collaboration.
MeDM’s project management approach was characterized by responsiveness, reliability, and clear communication. The team consistently met timelines and deliverables while maintaining full transparency throughout each phase of the project. Regular updates and virtual meetings ensured ABJHI remained informed and confident in the process, resulting in a smooth, efficient collaboration.
MeDM’s ability to deeply understand ABJHI’s mission and culture in a short period set them apart. The team quickly built strong relationships with ABJHI’s stakeholders, creating a collaborative and trusting environment. Their aligned values, genuine engagement, and tailored creative approach made the rebranding process not only successful but also enjoyable, resulting in a strategy and identity that truly resonated with the client.
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