Identity design for a nonprofit youth medical workforce development organization that is changing the healthcare game.
Started by Dr. Christopher McNeil, this initiative was started to address to recruit healthcare professionals with the same tenacity that professional athletes are identified and recruited.
With creative control, I was able to use that trust to bring the vision to reality. I don't take that type of trust lightly. I was brought in to help accelerate Chris's vision and demonstrate the positive impact he and his team were having on black and brown youth in regards to healthcare.
It's about more than just doctor's coats, it's about systematically changing the community economically with preventative measures and health literacy, and culturally like sports have for the African-American community at large. These types of projects are what I can really put my heart into.
Meaningful Marks
The goal with this logo and visual identity was to create something that would represent the mission of the organization, seeing the urban youth end up in white coats, and yet be bold and appealing to the youth and sports driven audience to spark the idea of recruiting doctors in the way athletes are recruited.
I wanted to stand true to the essence without throwing together a cliche medical logo. The white coat doubling as the 'Y' is memorable and distinctive from others in the same industry while having the easily recognizable EKG that doubles as the 'MM' for cohesive, easy to understand, bold and appealing logo mark that carries weight when you see it on a shirt or a white coat.
This program is multifaceted and does incredible work for workforce development in the community. The problem was increasing visibility for the many branches this brand operates in. Maintaining a consist presence that resonance with it's target audience is the task at hand. Here's how I went about addressing it.
I worked to develop creative that embodies the heart of each campaign, initiative, and program through a combination of social content, website updates, video editing and animation.
