T.H.E. Medical, a North American manufacturer of patient handling solutions, had a big challenge. The company’s very generic-sounding name was limiting its growth opportunities. The company was expanding into the patient “lift” market, and needed a new brand to help differentiate itself. We renamed the company Tollos, based on a Latin verb meaning “elevate,” and developed a new tagline “Equipped for Life.” New messaging, color palette and custom product photography refreshed Tollos’ stationery, business cards, advertising, website and print collateral – and boosted the company’s sales and marketing efforts.