Minute Clinic
A New Brand Strategy, Just What the Design Doctor Ordered How to appeal to moms with sick kids? By showing them that you can provide relief for them, too. We recreated the brand with a new positioning, logo, identity system and multi-media marketing campaign that felt approachable and trustworthy, thanks to fresh, vibrant graphics and lifestyle photography. This emotional connection affirmed moms’ decisions to go to a MinuteClinic vs. a traditional doctor’s office. And it worked as well as chicken soup for a cold. Within 18 months, the brand had reached the #1 category position and was purchased by CVS soon after.
Creative Director: Bruce Edwards. Environmental Designer: Conrad Chin. Writer: Julie Feyerer. Art Directors: Bruce Edwards, Ann Brimacombe. Designers: Bruce Edwards, Brian Cox, Sam Soulek. Work performed while Bruce Edwards was the Chief Creative Officer at Fame.