- February 25, 2011
Doctors Medical Center in Modesto, California wanted to reach out and identify with the community. It launched a branding campaign that built on the idea that we are all thinkers and dreamers.Working with DMC, we took a bold approach to branding. Inspired with the knowledge that Modesto was not only the birthplace of George Lucas, but his muse for American Graffiti, the branding campaign “Thinkers. Dreamers.” was a natural theme. What was unique is how we applied that visually. Atypical of hospitals, we employed black to add sophistication and to make the thoughts (playful vector images and shapes) pop in an explosion of color, building a memorable visual language that proliferated the community.