Established in 1977, Medical Action Industries (MAI) is a leading manufacturer of disposable medical products. MAI established a foundation through acquisition and implementation of exemplary manufacturing standards throughout their facilities. However the company's lack of a centralized brand essence lead to confusion among its customer base, as acquired entities remained autonomous to the public eye. Upon completion of competitive analysis, the team at HLD advertising developed strategic planning and launched a brand identity campaign. In addition, HLD assisted with internal processes to include one centralized database for all business transactions, thereby unifying all autonomous brands under one core company. MAI's exceptional manufacturing quality standards are its greatest strength. Even the simplest of medical procedures have critical moments that demand sterile reliable products for the protection of both patients and medical staff. This view is reflected in both the brand essence "If it has to be right, it has to be Medical Action", and the tagline "Right. From the beginning". Today the brand's messaging and graphic presentations remain virtually unchanged as it's messaging still rings true today.