The Challenge.
Modernizing the visual identity of a 100-year-old New York institution while maintaining clinical trust and donor engagement — across seven years, hundreds of assets, and a brand that couldn't afford to drift without losing the community that depended on it.
Animal Medical Center
The Insight.
Legacy isn't a liability if you treat it as the story. AMC's century of history wasn't something to work around — it was the most powerful differentiator in the room. The work was to modernize the expression without touching the equity.
The Result.
Seven-year creative partnership. Reinforced AMC's position as the leading nonprofit veterinary hospital in the tri-state area. Sustained brand integrity across OOH transit campaigns, digital platforms, PSAs, environmental hospital branding, and donor advocacy — preventing brand drift across hundreds of unique assets over nearly a decade.
Urban Visibility Strategy: A NYC bus shelter campaign designed for maximum legibility and brand recognition in high-traffic environments. This represents the high-stakes execution required for major institutional launches.
Social Impact & Advocacy: Art directing the PSA for "Frankie’s Fund," a program providing free specialty care for service dogs and retired K9 heroes. This project connected the brand’s medical mission with community-driven storytelling.
Interface Strategy: Redesigning the digital hub to streamline user access to emergency services and specialized institutional care. Environmental Branding: A series of high-impact backlit Duratrans displays utilizing intimate photography and aspirational copy to create an empathetic, hopeful atmosphere throughout the hospital facility.
The Strategy.
The OOH transit strategy positioned AMC as the definitive 24/7 emergency room through high-impact NYC bus shelter and subway campaigns — designed for maximum legibility and brand recognition in high-traffic environments where a viewer has approximately two seconds. The Frankie's Fund PSA campaign connected AMC's medical mission with community-driven storytelling — directing a sensitive advocacy campaign for a program providing free specialty care for service dogs and retired K9 heroes. Environmental branding throughout the hospital facility used backlit Duratrans displays with intimate photography and aspirational copy — creating an empathetic, hopeful atmosphere that served patients, pet owners, and donors simultaneously. The digital hub redesign streamlined user access to emergency services and specialized institutional care — bringing the same clarity and warmth of the physical brand experience into the digital environment.