Make life accessible.


Motion Specialties is the largest provider of wheelchairs and complex mobility solutions in Canada. Historically, Motion’s brand positioning and visual identity focused on their functional offering. Today, their customers’ needs are broader and include products and services to support their daily experiences. We identified this shift as a strong cue for a refreshed brand strategy that would set the stage for organizational transformation with a focus on making life accessible and living a vibrant life.


Our partners, Reunion Strategy, conducted extensive qualitative research and quantitative surveys with clients, care givers and therapists to understand stated and hidden drivers when interacting with Motion and its competitors.

Together, we aligned on the new lifestyle brand that moved away from the clinical and tangible proof points, established roll-out cadence and aligned investment to support the new brand promise. We then piloted the brand strategy through a newly designed brand identity system, voice, in-store experience and marketing communications in a few locations across the country.

The Outcome:

  • A repositioned brand identity from a functional, authoritative persona, to a kinder, supporting role
  • A migrated name from “Motion Specialities” to a simpler, more modern and active “Motion™”
  • An updated tagline from “Keeping You in Motion” to “Make Life Accessible.™” to reflect Motion’s full breadth of offerings; one that revolves around the vibrant lives of the clients it serves
  • A realigned sales force and operating model that would serve those clients that needed us most and those that we have the ability to be successful supporting


Please contact us for the full story.



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