ASSIGNMENT
Create a fresh image for the expanding Martin’s Point health center, and recruit physicians to serve its growing patient base in the Portland, Maine area.
STRATEGY
Associate the Martin’s Point brand with the welcoming warmth, safety, and lights of a New England harbor. Appeal to physicians with the story of a physician-led facility and a Maine lifestyle.
EXECUTION
The new logo—a woodcut-style illustration of a hurricane lantern—stands for a source of light and guidance that can be relied on in the stormiest weather. As clinics underwent renovation, the lantern was incorporated into signage and interior fixtures. The physician recruitment book relates the personal history and philosophy of the CEO, a second-generation doctor, to describe some of the factors involved in choosing the quality of life of a Portland practice. A gorgeous inside-cover photograph of the Maine coast frames the hype-free text.