Major campaign for Wilmington Health focusing on quality. Difficult to explain quality in a healthcare setting because everybody wants the best – but what is that? We focused on the when, where, how questions and went from there. Bold colors to complement their look and feel. Specifically the red (and the texture). They had to stand up to that. Typographical choices based on each concept. Seamless is magnetic letters, like on a fridge. Medical research is a slab serif replacing letters with visually similar numbers. Collaboration uses typography that has an almost “teacher-like” quality. All of these strayed from the standard font systems used in previous branding, to freshen up the look & feel while still being relevant.
