PROJECT: BRAND IDENTITY / BUSINESS MATERIALS / COLLATERAL PROMOTION CLIENT:
Assaf Harofeh Medical Center, nonprofit orgnanization
Israel, Los Angeles, Denver, New York
u The parent organization for the medical center is located in Israel. Corporate offices for the United States were established in Los Angeles with branch offices in Denver and New York. The client requested a new identity to be developed for the U.S. The purpose of the corporate logo was geared to represent and embrace the diversity of this country. In the first client meeting, a basic theme was discussed for concept development. Ten different directions were worked up per this theme. In the second meeting the client chose three of the concept approaches. Variations
were developed for the three approaches. On the third meeting, one approach was chosen. Color options for the logo were the last step of the process. As Assef serves many nationalities, the blue/brown color range was chosen to represent diversity in the nation. v The next step for the identity was the collateral business materials: business cards, stationery, envelopes and presentation folder. Different layouts were developed through two meetings. The letterhead for the Denver and New York offices was slightly different as they requested some additional information.
Watson Studios – Brochure Design, Print Ads, Magazines, Email blasts, Web design
1