My team was previously behind the most recent Lurie rebrand—maintaining the recognizable handprint logo and creating coordinating style elements that conveyed the hospital’s distinct personality across all channels. The tagline, messaging style, and visual system work together to convey the rare balance that makes up Lurie’s brand: a steadfast commitment to patient care where kids come first, combined with cutting-edge research, technology, and a transformative approach to pediatric medicine.
In 2017, we began the concepting and rollout of their communication plan for the coming year. Executing on the new brand, we created powerful and focused print pieces, environmental ads, radio spots, and social media series.
My role:
• Tagline development
• Messaging style
• Environmental and print ad content
• Radio scripting
• Social media content