Case Study.

Midwinter Solutions

Midwinter Solutions are experts in sourcing and distribution for clinical trials. They offer unrivalled experience in the industry and they are determined to add value within the clinical trial space. The team at Midwinter were looking to stand out in an industry dominated by stock imagery and generic marketing materials so came to us looking to evolve their branding.

The Brief

Midwinter were looking to develop a new website and required support with reaching their target audience. Their existing website relied heavily on stock visuals and lacked personality – an approach mirrored by their competitors. While their success is grounded in their contacts and track record, their marketing and communication efforts were not effectively reaching new organisations within their target audience.

Midwinter sought a refreshed identity that would:

Help them stand out from competitors by showcasing their high standards and integrity.
Replace the faceless, vague branding with a warmer, human-centric approach.
Clearly communicate their value proposition to attract new clients.

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The Solution

To address these challenges, we developed a comprehensive solution, starting with a half-day interactive brand workshop. This laid the foundation for defining Midwinter’s brand personality, key messaging, and ways to authentically connect with their target audience. From this, we delivered:

Brand and Messaging Guidelines

Established clear brand values, personality, and tone of voice.

Visual Branding

Designed a cohesive and distinctive visual identity that is professional, human, and engaging.
Developed an image style blending abstract photos and real people, moving away from generic stock imagery.
Collaborated with photographers to capture authentic photos and videos that reflect Midwinter’s ethos.

Website & Design Development

Crafted a user-friendly, visually appealing website with carefully written copy to portray Midwinter’s brand and appeal to their target audience.
Prioritised clarity and authenticity in communicating their services and value.

Brand Assets

Created a suite of assets to ensure a consistent and professional look across all client touchpoints.

Why this approach?

Rather than jumping straight into web design, we prioritised refining the brand’s foundation. By deeply understanding Midwinter’s target audience and their pain points, we ensured that all communications were purposeful and resonant. This strategic approach addressed:

Audience Pain Points

Clearly demonstrating how Midwinter can support their clients’ needs.

Brand differentiation

Communicating their values and high standards in a way that sets them apart.

Implementation Process

The project spanned four months, divided into distinct phases:

Discovery & Strategy

Conducted a brand workshop and research to uncover Midwinter’s unique positioning and audience needs.

Brand development

Established brand and messaging guidelines.

Design & Build

Designed visual assets, developed the website, and collaborated with photographers.

Delivery

Provided training and templates for seamless implementation across all channels.

Brand Guidelines

Visual Branding

Web Design & Development

Brand Assets

Messaging Guidelines

The Results

The new branding and website have elevated Midwinter’s presence within its industry:

Improved Communication: The website and assets now clearly convey Midwinter’s values and services, creating a stronger connection with their audience.
Authentic Visual Identity: The use of human-centric imagery and a cohesive visual style sets them apart from competitors.
Consistent Brand Presence: Branded assets ensure a professional and polished look across all platforms.

This project highlights our ability to transform a more generic identity into a cohesive and impactful brand. By focusing on authenticity and clarity, we’ve helped Midwinter stand out and connect meaningfully with their audience.

“The approach of MacMartin is truly collaborative, and the result has been an enjoyable process with a great outcome. We’ve achieved strong branding with a targeted and purposeful campaign to further Midwinter’s reach”