Corporate Branding

Moving people for life

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From being a supplier of parts – to playing a key part in pushing the wheelchair industry forward. It’s a corporate identity that moves people. By design.


Insights Strategic positioning Creative concept Brand promise Core story and messaging Corporate visual identity Red Dot Design Award 2023 Corporate Design & Identity Finalist The Drum B2B Design

The challenge

As the leading components supplier in the wheelchair industry, MBL empowers people and partners to move forward.

The MBL Group is a family-owned company with 1,400 employees operating in Denmark, Poland, and China. Born in Denmark, MBL has been a global rehab pioneer for decades.

To truly claim this leading position, our task was to create a revitalized corporate brand identity that could move MBL from being a producer of parts – to being a defining part of the wheelchair industry. Pushing the brand from products to purpose.

The solution

Introducing a new brand promise, “Part of your movement,” we created a corporate identity that reflects MBL’s constant push for progress, commitment to strong partnerships, and dedication to moving people for life.

Reflecting both motion, emotion, and empowerment, we created a bold brand expression infused with vibrance and confidence – and not least with respect for wheelchair users.

We further extended the identity with ‘Omobic by MBL’ – a lifestyle sub-brand for active use. Omobic’s engaging promise, “Your move,” encourages users to push their limits and live life to the fullest – powered by game-changing freedom.

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