Strategic Brand Platform
Saint Barnabas Medical Center in Livingston, N.J. had an urgent challenge. With only weeks to go until the launch of a patient education program, Destination Transplant, they had no identity or collateral materials. After three months of work, the only logo concept mimicked a passport stamp—a reference that would not be familiar to the kidney patients targeted for the intervention.
For the brand platform, Bryan appropriated a friendly sight familiar to residents of the Garden State: township welcome signs. In addition to informing the silhouette, coloring and font, a series of icons evoking civic organization seals provided a graphic scheme for modules detailing five strategies for receiving a kidney transplant.