Fort Defiance Industries Branding Case Study

Client Testimony: “Our company was preparing to commercialize a major, new FDA-cleared medical device and was in need of a modern website that would represent the company well, highlight the new product’s features and benefits, and help convert visitors to leads.

MarketCrest used a brand design and development process that started with a current state analysis and included our plans for differentiation in the marketplace. From there, we were led through a series of design milestones to develop our ideal look and feel for the website and new logo. Using a multi stage revision process, we honed in on the perfect website, logo and branding guidelines for the product launch.

The experience was a good mix of strategy, incorporating our feedback plus timely deliverables and we are very proud of the results. MarketCrest was a joy to work with and we highly recommend them.”

Chris Yerger, President Fort Defiance Industries

Time was of the essence when Fort Defiance Industries asked us to help them with a new website and logo. They were embarking on a new business development effort and needed their brand and online presence to reflect their position as a sharp, modern company with broad appeal to their prospective worldwide military and medical clients. To make the most of the time available, we developed the website and logo simultaneously as certain design characteristics and copy were completed. The new branding, website, logo and story is below.



The new Fort Defiance logo would be used not only on their website, business cards, brochures, etc. but metal “stamp” on the company’s products—namely its FDA-cleared P2131 Automated Field Steam Sterilizer. After several rounds of creative to get the logo and the font just right, we arrived at a new logo and brand that spoke perfectly to their capabilities, core product and target market.


Branding guidelines were documented for the company’s use on corporate communications and with outside businesses, such as printers and ad specialties, to help maintain branding integrity across all platforms.

Sell sheets were designed for the P2131 Automated Field Steam Sterilizer and blank sell sheet templates were provided for future use.


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