CoreLogix Medical:
MVP Naming, Branding, Website and Packaging at the Heart of New Early Stage MedTech Launch


CoreLogix Medical™ is a Colorado based biotech formed to develop and bring to market an innovative sternal bone graft technology. Previously operating as Cryoheart Laboratories, which had earlier introduced ThoraGraft™ proprietary tissue, a bone graft technology designed to promote sternal healing and fusion following cardiovascular surgery, the organization turned to MVP for a more commercially viable name, corporate identity and digital communications to better serve its mission: To develop and market biologics for the cardiovascular, spine and orthopedic markets.


Diagnosing the project scope, MVP employed its proven BrandMate℠ process to identify and articulate the way in which the ThoraGraft™ strip promotes sternal fusion and healing while reducing post-operative pain, bleeding and other acute and chronic sternal healing challenges clinicians face in patients with several comorbidities. Through research and interviews, the MVP Brand-to-Web team conceived a new company name, CoreLogix Medical. The new identity successfully conveys the way in which not only the ThoraGraft™ product but future bone graft products could lower hospitalization costs (e.g., length of stay, post-operative complications, readmissions and other post-hospitalization related costs) while improving patient outcomes.

With an inspiring new name cleared for trademark use, MVP sewed up related CoreLogix™ and ThoraGraft™ logos as well as a new website, corporate identity, product packaging, and sales literature that would beat at the heart of this emerging leader in advanced sternal healing.


“We are extremely pleased with everything MVP has developed for CoreLogix. Thank you to the entire MVP team!”

Jim Searle, Chief Operating Officer

Website Design & Development
Branding & Logos
Corporate Communications
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