2007: Anaheim CA   (No tagline)

"Before" Osmosis Creative

 

Prior to engagement with Osmosis Creative, the American Urological Association used casual style graphics and fonts for their Annual Meeting branding, as well as making the location of the Annual Meeting the focus of all event marketing.

 

In 2007, Osmosis was engaged to perform a creative and strategic audit of the Annual Meeting.  The findings provided the foundation for evolving the AUA Annual Meeting brand over subsequent years -- shifting the brand messaging and the  look and feel to more accurately represent the organization's worldwide leadership role.

 

2008: Orlando FL

New Research.

New Thinking.

New Practices.

 

Our first-year design strategy firmly redirected the focus of attention onto the high quality education and science available at the Annual Meeting. New aspirational imagery and an unusual back-stepped tagline placement created intrigue for the sophisticated audience.

 

Supporting graphics included photographic montages of hospital and surgery scenes & equipment to provide a clear context for the educational subject matter.

 

2009: Chicago IL

Applying Knowledge, Improving Lives. 

 

The second-year design strategy emphasized the shared values of the AUA and its membership.

 

The artwork came from a developmentally disabled artist and was his interpretation of what he saw the first time he looked into a microscope; this was a poignant reminder of the power of physicians' knowledge to improve lives.

 

2010: San Francisco CA

Our Knowledge.
Our Patients' Lives.

 

In 2010, AUA published its largest update ever to its Practice Guidelines, which are the basis of all AUA education standards, used worldwide. To zero in on the importance of their leadership position, we used actual text of the Guidelines and then embedded faces representative of the physicians into the letterforms. The following slide is a close-up showing how the image embedding into text works.

 

The tagline reflects the organization's focus on patient outcomes.

 

2010: San Francisco CA

Our Knowledge.
Our Patients' Lives.

 

This close up show the surgeons's face embedded into the text of  AUA's newly released Practice Guidelines.

 

This treatment reflects the reach of AUA's education, carried within each physician.

 

2011: Washington DC 

Our Knowledge. Our Patients' Lives.

 

AUA chose to keep the 2010 tagline, because they believed it perfectly positioned them in their field. So we took the opportunity  to add yet another dimension to the message:  the visual focus of the art was changed to be the faces of patients, viewed from over the shoulder of a health care provider.  Sharing the physicians' point of view  underscored how AUA's education is embedded in the daily life of its  members. 

 

Four additional scenes of patient interactions with color-codes completed the design set.