American Heart Association
Develop a look and feel for the AHA’s Office of Science Operations that speaks to the audience of healthcare workers, researchers and administrators on an emotional level.
The AHA’s Office of Science Operations aimed to develop a look and feel that differentiated its audience and communication from consumer-facing AHA brand. After presenting several options and conducting audience testing with real healthcare workers and researchers, we landed on a double-exposure concept. The healthcare workers portrait is double-exposed with emotional photography depicting positive patient outcomes—a healthy child, a doctor delivering good news to a family, a man learning to walk again after surgery.
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Date
AUGUST 2021
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Roles
ART DIRECTION
GRAPHIC DESIGN -
Agency
Creative Execution
Alongside a copywriter, I fleshed out an initial digital campaign we called “Put Your Heart Into It”. The campaign introduced different medical professional portraits in red and white duotone with the double-exposure treatment. Paired with emotionally-driven copy, the portraits had a strong visual impact against both red and white backgrounds.
This campaign look and feel was used for a wide range of goals from membership recruitment to conference communications.