[We] are thrilled that the wheel now has a name - MORPH. This not only plays to the functional benefit of the wheel’s performance but also the change in lifestyle it affords those who are bound to wheelchairs.
Red Bank, NJ (PRWEB) March 28, 2013
Spitball Advertising (http://www.spit-ball.com) led the marketing efforts for the product launch of MORPH™ Wheels, the first ever foldable wheelchair wheels. Agency responsibilities included naming, branding, collateral, trade marketing, website and social media.
“The first time you see this product in action you are amazed,” said Spitball Co-Founder and CMO Anthony Torre who helped lead the pitch efforts for the campaign. “This product is an absolute game-changer. The folding benefit allows for easier travel and storage never seen before. You often hear the phrase ‘Don’t re-invent the wheel’. In this case we were.”
In an industry desperately needing a shot of innovation, Maddak, Inc, makers of leading home aids, rolled forward with a groundbreaking product design that is sure to revolutionize the lives of those in wheelchairs. Duncan Fitzsimmons, a graduate student at the Royal College of Arts in London, first conceived the design as a foldable bicycle wheel.
Steve Bailey, Spitball Co-Founder and CCO saw the amazing potential but knew that it needed to be launched in a strategic way to reach the abilities market. “First we needed a name and a logo. We went through an exhaustive exploratory process and are thrilled that the wheel now has a name - MORPH. This not only plays to the functional benefit of the wheel’s performance but also the change in lifestyle it affords those who are bound to wheelchairs.”
The inspiration for the logo was the folded shape of the wheel, an especially unique aspect of the product. The positive and negative space of the folded wheel were extracted to create the ‘M’ of “MORPH” and ‘W’ of “Wheels” while creating a strong identity.
A full slate of marketing materials, including trade shows, brochures, social media and a new website helped complete the new identity. A media campaign is currently being developed to reach consumers and trade professionals.
“As part of the structural development team, this has been something that I’ve held very close to me”, said Kathleen Hanek, Director of Operations and Production for Maddak, Inc. “To see it come alive this way has been really amazing. This wheel always had a personality that we just needed to encapsulate. Spitball was able to do that for us. In addition, their tagline of ‘Open Possibilities’ has really resonated with our core demographic which has helped lead to their acceptance of this new technology.”
MORPH Wheels debuted at the Abilities Expo in LA on March 14, 2013 and will be taking on a full slate of additional shows and press appearances. At the Medtrade Spring 2013 convention, the MORPH Wheel won the Medtrade Spring New Product Pavilion Innovation award voted by conference attendees as the new product that best exemplifies Top Design.
Spitball Advertising was formed in 2006 in Red Bank, NJ as a full service marketing and design agency. Our main philosophy is to pelt the walls with the most innovative yet strategic ideas to see what sticks then deliver these programs to clients looking to break through the clutter to reach their customers. Spitball enjoys crafting Ideas That Stick™ for Cholula Hot Sauce, Reproductive Medicine Associates of New Jersey, iCIMS, Township of Red Bank (NJ), Fundtech, Atlantic City and other creative-focused companies. To get the full Spitball Experience, visit http://www.spit-ball.com.