The request was to position North Shore Medical Center in the marketplace as the optimal choice for orthopedic care.

In particular, they wanted more people to see NSMC as the place to get the right orthopedic care, close to home – whether surgical and non-surgical.

They wanted people to see NSMC as a world-class provider in their neighborhoodwho thinks of their whole life as a patient and as a member of the North Shore community.


We lead with the product and the benefit it provides, with a focus on the headline and call to action.

The brand architecture consisted of:

  • Committed to messaging
  • Professional & personal voice
  • Logo container & Partners signature