university of maryland medicine
There’s a world-renowned hospital in Maryland that’s been treating patients in extraordinary ways—from live organ donor programs to Shock Trauma emergency medicine via helicopter—for decades. And it continues to do so. And it’s not Johns Hopkins; it’s University of Maryland Medicine. When you do nearly impossible things to save lives every day, but work in the shadow of what might be the best-known hospital center in the world, how do you demonstrate excellence without positioning yourself against that leadership brand? Although our television commercials went inside operating rooms and neo-natal care facilities, our print work took a somewhat different approach: a smart sense of humor. Whether turning the phrase or playing on a nursery rhyme to make its most important points, the following print work set UMM apart and focused on what they do exceptionally well, without ever being competitive.