Client: MED25
Role: Creative Director
MED25 is a Seattle based non-profit organization who builds medical clinics in Africa. What sets MED25 apart from other similar organizations is the way they build and maintain the clinics they construct. First, they research and identify a needed service or industry in the area, then build a place to support that service or industry and train people to work in that industry. Using the proceeds from that supporting business, MED25 builds and maintains the clinic. This approach is not only sustainable, but also is empowering to the people in the community.
MED25 is ready to take their organization to the next level and needed an identity and brand to accompany their hard work.
Client: MED25 International
Role: Art Direction & Design
The new MED25 logo is a custom logotype comprising of three similar typefaces. Three characters in Helvetica Bold make out “MED” with the “E” and “D” modified to hold the red cross inside of the “D”. For the “25”, ITC Avant Garde is used because of its thicker more modern numerals. Finally, the new tagline “one community at a time” is spelled out in Helvetica Neue Bold. The tagline is a shortened version of their official motto of “Improving health, one community at a time.”
The drab gray in the original has been replaced by a lively, light blue color that better communicates “medical” and the red has been lightened in a different tint to make it look younger and more energetic. The tagline is in a gray color, but is better balanced in the new pallet and will help with legibility of the smaller type when the logo is used in small places.
The website will receive the same treatment as the logotype. It has been brightened, made more legible, and more energetic and engaging. This more modern look in combination with improved functionality and images will provide a solid online platform to take MED25 to the next level.
Several products and posters were also created around a marketing campaign entitled “I AM 25”. This campaign is about embodying the MED25 philosophy, and raising awareness of the work MED25 does through the use of the new identity’s alternative logotype “25”, the tagline “I AM 25”, and powerful imagery. The campaign and products are designed to be youthful and energetic to gain interest and a following. This will be the first step to injecting “25” into popular culture, and associating the number and brand with MED25.