American Medical Association • HealthcareWhen MedicineMeets the Moment

We partnered with the AMA to develop a comprehensive brand identity and messaging framework that balanced credibility with inspiration. Through in-depth research and collaboration with a 22-person campaign committee, we facilitated workshops to identify core messages, audience insights, and campaign goals. This process ensured alignment across stakeholders and laid the foundation for a brand story that was bold, accountable, and forward-looking.

We created a structured messaging hierarchy that included a compelling brand story and unique value proposition, complete with an overarching narrative, tagline, tone of voice, key messages, audience-specific messages, and a brand boilerplate. This messaging was designed to engage both internal and external audiences—strengthening pride among AMA members while reinforcing the organization’s leadership in healthcare innovation and public health.

The campaign emphasized impact and progress, highlighting both AMA’s historic achievements and its continued commitment to improvement. The brand visuals were designed to be cohesive, flexible, and emotionally resonant—building connection and trust through clarity and consistency. This work reflects our ability to build brands that navigate sensitive topics, engage diverse stakeholders, and inspire collective action—just as we would for the Funders for a Safe Childhood initiative.

Services Provided

• Research & stakeholder interviews
• Brand blueprint & narrative
• Messaging hierarchy & framework
• Brand workshops
• Identity development
• Visual design systems
• Social media assets
• Environmental graphics, signage & wayfinding

Key Outcomes

• A cohesive visual and verbal identity that honored AMA’s legacy while positioning it for the future
• A fully developed brand messaging framework aligned with diverse audience needs
• A clear and inspiring narrative grounded in transparency, impact, and ongoing progress
• Branded templates and tools to ensure consistent, effective communication across platforms

Showing history through a modern lens

To design a campaign that felt both old and new, we pushed the AMA’s master brand to a place that was able to accept historical photos alongside contemporary ones. We used duotones to carry the weight of this textural “backdrop” of history and married that with a sharper use of typography and candid photos of doctors and members.

Designing a logo to live alongside their brand mark

The anniversary celebration deserved a logo of its own that carried weight, but it was important not to detract from the AMA’s main mark. After many options and iterations, we landed on two versions of a logo that match the existing AMA mark with custom numeric typography – a perfectly balanced way to showcase the brand and the campaign.

Putting important moments in medicine on display

To showcase the many significant moments in the AMA’s history, we created a timeline graphic that was installed in the American Medical Association’s Chicago office. Not only was this large-scale installation a powerful way to display pivotal moments, it was an interactive way to educate, engage and excite employees – creating a connection between the history of the organization and the mission of its employees today.

Welcoming employees back to the AMA office

AMA employees had been working remotely over the course of the pandemic, and they were coming back to the office in waves right before the 175th anniversary. To welcome employees back to the office, introduce them to the anniversary celebration, and encourage them to explore the many spaces the office has to offer, we created wayfinding graphics of all kinds – pull up banners, glass clings, elevator graphics, step and repeats, and more.