Texas Medical Center

BRANDING / INTERACTIVE

INTRODUCTION

Texas Medical Center (TMC) comprises 54 renowned member institutions—making it the largest medical complex in the world. Since 1945, TMC has pioneered hundreds of medical innovations bordering on the impossible. Today, many of these advancements continue to change people’s lives.

 

However, misconceptions about Texas Medical Center led many people to believe it was simply a business district, or worse, a parking facility. TMC wanted to build a new reputation, one of innovation and cross-institutional collaboration. Together, TMC and a|muse set out to position it as the world’s leader in patient care, research, education, and prevention—in just seven weeks.

THE CHALLENGE

TMC is a world-class life sciences destination, but its website and communications were outdated. It had over five different websites with varying logos and messaging, which confused end users and diluted its brand.

 

We decided on a complete brand overhaul—including a new identity, voice, and vision—to inspire and educate employees, patients, and visitors the world over. The new brand would also position Texas Medical Center, and the City of Houston, as a world-leading life science cluster.

 

Agency a|muse Digital /  Role Art Director, Lead Designer  /  Client Texas Medical Center

BRAND IDENTITY

For the new brand, we wanted to evoke science, technology and innovation. The new logo features a “pipe” inspired by human chromosome maps, which unites the whole name of the organization with its abbreviated form.

 

Utilizing innovative, timeless, modern typography, and employing use of blue tones as brand colors allowed for the creation of a fashionably modern, smart, and elegant logo that is unmistakably TMC.

TMC SUB-BRANDS

Since TMC was to develop many sub-entities, a design had to be considered that would express the hierarchy of institutions. The letters “TMC” would clearly denote the Texas Medical Center as the umbrella institution and the content following the pipe would designate the particular institution. This way, an entire suite of future sub-brands could be developed to support the TMC main brand.

TYPOGRAPHY & COLOR PALETTE

The logo also features a thin, modern sans-serif font with sharp, scalpel-like lines. And an all-blue color scheme represents cleanliness, precision, health and deep knowledge in everything that they do.

Logo Typography Corbert Regular

Web Typography Museo Sans 300

Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

PMS COOL

GRAY 11

PMS 295

PMS 2925

PMS 2905

ICONOGRAPHY

THE RESULT

After the re-brand, organic traffic helped boost page views by 36%. Visitors also spent more time on more pages—with multi-page engagement increasing by 24% and time on site increasing by 27%. And they didn’t just visit once. Repeat visits increased by 63%.

The responsive design allows users to consume content across nearly any device. Since the new site launched, mobile traffic grew by 57%, page views increased 61% and time on site increased by 25%—bringing mobile usage to record highs.

RESPONSIVE DESIGN

VISIT SITE

TMC INNOVATION CENTER