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UFP Technologies, Inc.

In 2019, UFP Medical was the growing focus of UFP Technology’s business and strategic positioning. The business existed externally as a landing page on the corporate site, which showcased the rational customer benefits of working with UFP, but was lacking a differentiated position, as well as a compelling story for customers to engage with. Given the strategic focus on UFP Medical, we had to develop the brand position and website in advance of a broader corporate brand architecture exercise, but every decision we made in the process was intentional to aid in the long-term corporate brand development.

Through quantitative and qualitative research, Carbon identified speed to market, cost and risk mitigation as the most critical factors UFP Medical prospects and customers weigh when determining outsourced partners. They could be searching for full service, a vertical partner for design, development or manufacturing services, or a specific material or process, and the brand needed to speak to every prospect across these spectrums.

We condensed the name to UFP MedTech and focused on the brand serving as the singular solution for single-use and single-patient medical devices. The creation of the new position, “On the Pulse of Innovation,” speaks to being at the forefront of industry solutions, and also the process by which UFP MedTech works with their customers every step of the way.

The website was built to enable prospects to quickly understand and navigate the extreme breadth and depth of capabilities that UFP MedTech represents, as well as their unique, proprietary process and everything that makes them stand out from the competition. This took the form of:

  • Full bleed video header to engage prospects with the full story

  • Interactive content showcasing the points of difference

  • Full Markets with detailed landing pages and forms to capture leads of customers searching for a specific market

  • Showcases of the corporate experience over 55 years of innovation

  • Culture content to attract new prospects

  • We developed a launch video, logo lockup and full brand suite of assets, setting the stage for phase 2 where we created the corporate UFPT brand architecture.

UFP Technologies Brand Architecture and Re-Positioning

To initiate the next phase of brand development for the corporate brand and other divisions of UFPT, we executed primary research with customers and prospects, and held brand workshops with the client team. The research guided us to a new brand architecture moving the business from 8 focal areas to a branded house model, featuring 2 sub-brands (UFP MedTech and a new division/brand to house all of the other markets). Additionally, the brand positioning statement was revised to target a broader audience of innovators and problem solvers, with brand pillars that reinforced those features that were determined to be the most exceptional and relevant to prospective customers.


Brand architecture, branding, website development, brand strategy, content development

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