Building on the equity of UT Medical Center’s brand campaign, Wisdom for your life, we evolved the message to highlight both sides of wisdom: the unmatched expertise of an academic medical center and the humanity of caregivers who listen, comfort and heal. Through authentic patient stories and a warm, documentary aesthetic, we created a campaign that shows the human benefits that come from wisdom.
- Brand evolution
- Campaign concepting
- Anthem & patient story films
- Visual identity system
- OOH, print, digital design
- Messaging framework
Sounding the Depths
Discovery & Insights
We learned that while the brand campaign message, Wisdom for your life, resonates with people, the prior creative executions leaned heavily on expertise. The opportunity was to balance intellectual authority with emotional authenticity.
Plotting the Voyage
Strategy & Planning
We defined a creative platform that pays off both aspects of wisdom, expert practitioner and expert listener, through the voices and journeys of real patients. Authentic and powerful.
Raising the Sails
Creative Expression
We filmed and photographed multiple patient stories, each retold with honesty and hope, then wove them together into an anthem that celebrates the academic and human sides of the system. We leaned into the brand, owning authenticity, the color orange and a signature design grid.
Adjusting the Course
Metrics & Refinement
The new campaign launched across TV, outdoor, print, digital and social. The UT Medical brand presence is distinct in the market and positioned to track increases in awareness, preference and community pride.
“I love these spots! We’ve had overwhelmingly positive responses from everyone.”
Becky Thompson
Vice President of Marketing and Planning
