Logo + Brand Identity + Communications Strategy + Visual Content
The Digital Medicine Society launched in 2019 to serve professionals at the intersection of the global healthcare and technology communities, supporting them in developing digital medicine through interdisciplinary collaboration, research, teaching, and the promotion of best practices.
I had the honor of collaborating with the society’s founders to develop their logo + brand identity.
I continue to produce their branded visual content (print + digital).
“Noel is the most creative and solution-oriented designer I’ve had the privilege to work with. Our organization sits at the intersection of technology and healthcare — two very different audiences — and she helped us develop a brand and voice that resonated with everyone. Whether you are looking to do your initial branding, or strengthen good content with outstanding design, I highly recommend Noel.”
Jennifer Goldsack, MChem, MA, MBA
Executive Director of Digital Medicine Society (DiMe)
The Challenge
The founders of the Digital Medicine Society had an ambitious mission: to become the first professional organization to unite experts from all disciplines comprising the diverse field of digital medicine in the quest to optimize human health. They had amassed an A list network of key players and thought leaders, as well as funding, when they came to me hunting for a logo + brand identity that was as ambitious and daring as their vision. For them to gain the credibility and traction in this competitive, high-stakes space, they needed branding that was sophisticated and respectable, yet edgy and bold, that reflected the new frontier they are helping to define, while appealing to two historically distinct audiences: traditional healthcare and digital technology.
My Role + Solution
As the communications strategist and designer, I collaborated directly with society founders to develop DiMe’s logo package and codify their organizational identity into a brand book over a two month period. Next, we tackled branding implementation, including digital assets (e.g. PowerPoint and MailChimp email templates), print materials ( e.g. business cards and promotional pamphlets), and online presence (e.g. custom graphics for targeted social media channels and website).
Our Process
My approach to design thinking and problem-solving follow a 5 step process:
- EMPATHIZE | Deeply connect to client’s perspective, step into their aesthetic terrain, feel their pain points and aspirations
- PLAY | Brainstorm, ideate, free association, no holds bar, anything goes
- EDIT | Critique, analyze, revise, pull out the eraser, simplify, streamline
- FINALIZE | Consensus, polish, resolve, attune
- EXTRAPOLATE | Harmonize, integrate, expand, adapt
My design stages are often invisible to the client’s more seamless experience, and while the specific activities that fall under each of these phases vary by client and project, here’s the summary of how this process played out with DiMe:
The Outcome
Within their first year, it is with great satisfaction that I’ve watched DiMe blossom from an idea into an esteemed player in the arena of digital health. Their impressive suite of achievements has commanded the attention and respect of colleagues, and on November 10, 2020, they announced that they are formally joining the U.S. Food & Drug Administration’s (FDA) “Network of Experts.” I am honored to continue serving this organization with ongoing design support and communications expertise as needs arise, including the design and execution of visual assets for publications, presentations, conference materials, website, e-mail campaigns and social media.
My Key Learning
One of my greatest insights gleaned from this relationship has been the critical importance of feeling personally aligned with the values of a project.
It is no exaggeration to say that the satisfaction of elevating messages such as this one (see right) helps me sleep better at night, and the boundless inner energy that is unleashed during such well-aligned endeavors cannot be matched by any amount of caffeine.