RJ Michaels, Inc. developed a new brand platform that evolved from in-depth interviews with physicians, Society staff and other research, culminating in a 188% growth in participation and 217% increase in contributions during the first six months of employing the new brand and message strategies.
MSMS MD PAC on Track to Exceed Goals
RJ Michaels, Inc. engaged the Michigan State Medical Society staff to gain a clear understanding of their position and perceptions, along with the problems they faced in attaining their MD PAC goals. Using a variety of methods to gather primary and secondary research, RJ Michaels, Inc. used this valuable information to develop a full brand platform that encompasses all the elements necessary to develop consistent, effective communications.
Brand Pillars
An internal Branding Seminar Workshop helped RJ Michaels, Inc. develop the brand pillars that serve as the basis for the MSMS MD PAC identity and are used to establish the creative platform elements.
The ‘activate’ theme was the overarching element embodied by MD PAC and their participants. Four single-minded action words that would resonate with individuals were recommended for the brand pillars:
Contribute
Engage
Unite
Lead
These four circle icons were developed that graphically act as cues to the reader, telegraphing the focus of the copy content. These are used to break up the layout in a way that invites and intrigues, thus preventing a large block of text from seeming too “heavy” or like too much of a time commitment.
RJ Michaels, Inc. developed a simple modern and orderly sans serif typeface logo for MD PAC with only two colors. This treatment provides a high level of flexibility in placing the logo alongside complex images without fighting for attention or being visually disruptive. Structurally, the emphasis is on MD PAC while still referencing the MSMS. This serves to differentiate MD PAC from the larger organization without making the two entities completely separate.
Other elements of the brand platform included specifications and guidelines for color schemes, typography styles, icons, photography and a mood board demonstrating first use designs of sample marketing materials (print, website, etc.). More importantly, the recommended message strategies were presented for developing the marketing communication strategies and activating the voice of the MSMS membership toward the important MD PAC program.
