RBMC, a proud member of the Hackensack Meridian Health network, sought to craft a distinctive and forward-thinking brand identity for their newly established Medical Surgery and Specialty Care Center. This initiative also aimed to connect and align the center’s image seamlessly with its existing Practices Division. By enhancing its brand presence, RBMC’s primary objectives were to strengthen service delivery within its legacy geographic markets while expanding patient accessibility and fostering inclusivity across Staten Island and Central Jersey. This strategic branding effort underscores their commitment to innovation and holistic healthcare for diverse communities.

STRATEGY & SOLUTION:

To establish RBMC’s new image and effectively communicate the launch of the Medical & Surgical Pavilion in Old Bridge, I developed a comprehensive creative strategy tailored to their target patient demographics. The approach combined compelling storytelling with engaging visuals to connect with the audience in a relatable and reassuring way.

The process began with conceptualizing innovative outreach campaign ideas and creating detailed storyboards to align the messaging across print and digital platforms. I led the art direction for photography, ensuring each shot authentically represented the patient experience while reflecting the Pavilion’s cutting-edge care and welcoming atmosphere.

A key element of the campaign was designing a destination brochure that guided patients through their journey—from registration to discharge—providing clarity and confidence in the Pavilion’s offerings. During the development phase, I managed critical aspects, including photo art direction, casting, script development, design and final printing. I also ensured meticulous attention to detail with color correction and quality control, guaranteeing a polished and professional final product.

This cohesive strategy and thorough execution resulted in an impactful mailer and a unified social media campaign that successfully introduced the new Pavilion while resonating with the community it serves.