MES
The first mark in seventeen years of operation built to stand
alongside the global brands it distributes.
Institutional-grade
healthcare at
national scale
Byhiras Medical Equipment & Systems (MES) is a Lahore-headquartered B2B distributor of advanced healthcare technology, operating across Pakistan since 2004. A sister concern of Medequips SMC Pvt. Ltd., MES serves government hospitals, private institutions, military and railway healthcare facilities, and WAPDA — supplying and servicing critical care, patient monitoring, diagnostic imaging, neurodiagnostics, and ophthalmology equipment from global partners including ZOLL, Spacelabs, Cadwell, Guerbet, and Nikon.
With 300 engineers employed, 14 office locations nationwide, and a 95% guaranteed equipment uptime commitment, MES operates at a scale and standard that its 2021 visual identity had never reflected. The brand identity brief was to correct that — to build a mark that communicated institutional authority at the level the company already operated.
A company trusted
with life or death
equipment. No mark.
MES had been operating at national scale for nearly two decades when this project was commissioned. They distributed equipment from ZOLL, Spacelabs, and Cadwell — global medical technology brands whose own visual identities communicate the precision and authority of their product categories. MES, as the intermediary bringing that technology to Pakistan’s hospitals, had no equivalent visual authority of its own.
The existing identity was a wordmark — heavy condensed uppercase, functional and legible, but without any symbol. In a B2B healthcare context, the absence of a mark is not neutrality. It is a signal of incomplete institutional thinking. Hospital procurement directors evaluating a six- figure equipment contract against international alternatives make subconscious credibility assessments from the first business card. MES was showing up to those conversations without a symbol that could hold its own.
The brief was to build a mark from scratch — an icon that could stand alone, sit alongside the world’s leading medical technology brands, and communicate precision, connectivity, and systems intelligence in a single symbol.
I help institutional and growth-stage companies build brand systems that close the gap between what they deliver and how they’re perceived.
