Howard Medical Company

Supplying brand confidence.

SERVICES: Brand Strategy & Positioning, Visual Identity, Website Content, Sales Materials, Monthly Content Retainer 


Since 1978, Howard Medical Company has carried what their customers need to care. The second-generation medical supply distributor was built from the ground up by its founder in Chicago and rapidly expanded decades later under his son’s leadership. This change led to increased service capabilities and a delivery footprint beyond the Midwest. 

A new generation of management ushered in fresh ideas, but Howard Medical lacked a unique value proposition, messaging that highlighted its quality products and services or branding to support them. The brand hadn’t been refreshed in decades; it was time for an upgraded look and feel to create internal structure the team needed for continued growth. Muse was brought in to provide a strategic, creative solution.


The competition often overpromised and underdelivered to customers. Howard Medical leadership took pride in how well they looked after customers but weren’t equipped with strong messaging to shout their successful track record from the rooftops.  

Muse understood the value of Howard Medical’s legacy and the brand equity that had been built by decades of delivering customers results. Together, the Muse team and Howard Medical leadership crafted a brand that would set them up for future success.  

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