Motorica
Rebranding of the leading MedTech player in Russia
Motorica is a Russian high-tech company, a leader in the development and production of innovative bionic prosthetics in Russia. It is one of the world's largest manufacturers of functional prosthetics, ranking in the global top 10 and among the top 3–8 largest medtech companies in Russia according to SmartRanking.
At the end of 2025, the Motorica team approached LINII for a rebrand. The goal was to communicate the uniqueness and technological sophistication of the product and to differentiate from competitors.
During the process, LINII developed a new positioning. The strategy team proposed moving away from the MedTech concept, which focused on medical expertise, toward LifeTech — a human, empathetic brand that offers support and becomes a pillar throughout the entire journey of transformation and rehabilitation.
All movement in nature is built on curves, arcs, and circles. Motorica’s brand identity is not abstract geometry but a graphical representation of human biomechanics. Arcs have become a key element of the brand’s identity — symbolizing the trajectories of movement that we give back to people. Every semicircle in our design represents restored range of motion, a gesture that has become possible again. The arcs form the brand’s logo and are used as style-defining elements.
The signature green color has been updated to a brighter, fresher shade, becoming a symbol of life in a natural rhythm. It is complemented by technological colors: white and gray, which create a balance between empathy and engineering precision.
The logo and typography have become cleaner, more modern, and more confident, while the photography style reinforces the idea. Through the fluidity of movement and real-life usage scenarios, it reveals the brand’s core principle — movement as the foundation of life.
The new Motorica brand is a comprehensive system that transforms the company from a “technical manufacturer” into a cultural and technological leader in inclusive solutions. The design approach is built on minimalism, clarity, and a human touch, emphasizing technological sophistication without a cold “medical” tone.
For us, rebranding was not about changing a logo, but a way to reframe who we are today. Together with the agency, we managed to preserve the most important thing — the human meaning of the brand — while also showcasing the scale of Motoriсa’s technological transformation. The new brand reflects our journey: from a company focused on prosthetics to an ecosystem of solutions that help people move, feel, and live.
We needed to evolve while keeping references to elements of the previous visual identity so the brand would remain recognizable. By creating a new graphic concept in the form of a constantly moving geometric amplitude, we were able to convey the idea and reflect Motoriсa’s connection with people. The result is a modern, systematic, and recognizable identity that offers great opportunities for the development of all the company’s communications.
The rebranding has enabled the company to consistently present its position at both federal and international levels, reinforcing its status as one of the largest players in the Russian medtech segment and a leading global manufacturer of bionic prosthetics.
