Strategic Brand Platform 

Destination Transplant

Destination-Transplant.jpg

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.

 Icons representing the five strategies for receiving a kidney transplant bridged the Destination Transplant logo and color-coordinated educational materials.

Icons representing the five strategies for receiving a kidney transplant bridged the Destination Transplant logo and color-coordinated educational materials.

 A series of nine postcards were mailed to kidney patients to further their knowledge of transplant options.

A series of nine postcards were mailed to kidney patients to further their knowledge of transplant options.

 The icons' color scheme was extended to information sheets...

The icons' color scheme was extended to information sheets...

 ...and PowerPoint slides prepared for patient education workshops at Saint Barnabas Medical Center

...and PowerPoint slides prepared for patient education workshops at Saint Barnabas Medical Center