The Face of Critical Care Medicine
Immersive environmental branding that delineates the critical care problem and positions MCIRCC as the critical care partner of choice.
CLIENT
University of Michigan Center for Integrative Research in Critical Care
Renamed: The Max Harry Weil Institute for Critical Care Research and Innovation
INDUSTRY
Human Health
AE ROLE
Brand Strategist
Positioning Strategy
Content Development
Copywriter
Vendor Management
BACKGROUND
The University of Michigan Center for Integrative Research in Critical Care (MCIRCC) was a newly founded research and commercialization startup with a limited budget and complex value proposition.
Housed within the former Pfizer complex in Ann Arbor, Michigan, the Center needed to stand out among other office suites in the sprawling building while engaging and inspiring visitors.
This project helped MCIRCC accomplish three objectives in one go: 1) develop proprietary brand visuals that connect with the intended audience, 2) educate and raise awareness on the critical care problem, and 3) define MCIRCC’s office space.
GOALS
Position MCIRCC as the “Critical Care” partner of choice.
Develop “storytelling” visuals for use in print, digital, and multimedia.
Delineate the critical care problem, specifically its reach and magnitude, while demonstrating impact on the lives of patients and their families.
Transform generic U-M office space into an immersive experience for visitors.
Inspire and excite U-M membership base.
STRATEGY
Created a set of images that represent the MCIRCC brand for application with all marketing materials.
Differentiated MCIRCC office suite within the larger U-M office complex through facilities branding and wayfinding.
Created five large-scale 50” x 30” gallery images that combined image and text to articulate the complex critical care story.
RESULTS
Office suite showcased during facility tours.
Recognized as a model of excellence within U-M.
Set the trend with other U-M centers and departments imitating our work.
