2010 Awareness Billboard Creative for Medical School Opening
▲ BILLBOARD INSTALLATION at commodore barry bridge
▲ BILLBOARD INSTALLATION at route 55 & draft concepts
[ about ]
Organization
Cooper Medical School of Rowan University
Project
2010 Medical School Awareness Billboard
Cooper Medical School of Rowan University (CMSRU) sought to raise regional awareness in the months leading to the start of its inaugural class, positioning it as a new quality offering in the MD-granting degree space in the region—the first new medical school to open in New Jersey in over 25 years.
APPROACH & OUTCOME
A billboard was designed to capture the public’s attention. Messaging was crafted to generate awareness and interest. Imagery was utilized that instantly communicated that the offering was healthcare-related and supported a medical education message.
The simple, straightforward messaging “…because South Jersey matters.” both introduced and emphasized CMSRU’s prioritization of Southern New Jersey and positioned the fledgling medical school as a viable upcoming option for NJ residents who otherwise hopped across the river to Pennsylvania medical centers. The new medical school’s logo and a URL to learn more accompanied the core message at the lower right corner of the billboard design.
An androgynous image visualized a healthcare professional in a traditional white coat with a stethoscope around their neck. Arms were crossed confidently, yet in a relaxed state. Scrubs peeking out from beneath the white coat were chromatically matched to one of the two primary colors in the logo, drawing connection between the image, the message, and the upcoming allopathic medical school.
Billboard locations were strategically selected to drive awareness in the region. One was located on the eastbound side of the Ben Franklin Bridge, connecting Philadelphia to Camden. Another was located southbound along Route 55 between Deptford and Glassboro. Note that Route 55 is the only highway in South Jersey reaching the counties at and below where the NJ Turnpike exits toward Delaware, just south of Philadelphia.
MY ROLE
Graphic Design
KNOWLEDGE, SKILLS & TOOLS
- Strategy: Brand Stewardship | Concept Development | Customer-Centric Mindset | Higher Education Marketing | Medical Education Marketing | Storytelling
- Creative & Production: Billboard Design | Color Theory | Graphic Design | Layout & Composition | Outdoor & Out-of-Home | Photo Editing | Print Production | Typography
- Tools: Adobe Illustrator | Adobe InDesign | Adobe Photoshop