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Your Life, Our Purpose

The Campaign for the Texas Tech University
Health Sciences Center

The Challenge

In 2014, the Texas Tech University Health Sciences Center (TTUHSC) entered the silent phase of the university’s first-ever capital campaign, The Campaign for Your Life, Our Purpose.

The goal was to raise $100 million by the end of 2019, the 50th anniversary of the School of Medicine. This was an all-encompassing project that required branding, print and event collateral, and design of the campaign microsite.

Project Results

In December 2019, the university announced the campaign had surpassed its goal of $100m with more than $102.5m raised by its desired end date.

project Scope

  • Tone and art direction
  • Identity system
  • Case for support
  • Microsite design
  • Marketing collateral
  • Event collateral
Priority 1
Research
Priority 2
Education & Scholarships
Priority 3
PATIENT CARE &
COMMUNITY IMPACT

A Vital Sign of Success

The biggest challenge with this identity was needing to incorporate several of TTUHSC’s established marks: the popular Texas Tech "double-T" logo, the TTUHSC name, and the already established marketing slogan of "Your Life, Our Purpose," which also had it's own logo.

The best solution was to keep things simple. The heart rate pulse is a universally recognized symbol of life and vitality. The simple, sleek, red mark stands out against both black or white and made any design instantly recognizable as a campaign piece. Most importantly, it did not clash or detract the already established marks. Additionally, the school has consistently used a hexagon shape or pattern into its day-to-day designs, so we incorporated a subtle hexagon pattern

TTUHSC Rack Card - Prescribing what worksTTUHSC Rack Card - Beyond needlesTTUHSC Rack Card - Coated with CareTTUHSC Rack Card - Because "nursing" and "shortage" don't belong in the same sentenceTTUHSC Rack Card - Serving patients here, there, and everywhereTTUHSC Rack Card - Preparing tomorrow's scientists at the cellular levelTTUHSC Rack Card - Without you we wouldn't be here in the "first place"TTUHSC Rack Card - Creating New KnowledgeTTUHSC Rack Card - 50 years and still growing strongTTUHSC Rack Card - Back sample
TTUHSC Rack Card - Beyond needlesTTUHSC Rack Card - Prescribing what worksTTUHSC Rack Card - Without you we wouldn't be here in the "first place"TTUHSC Rack Card - Because "nursing" and "shortage" don't belong in the same sentenceTTUHSC Rack Card - Coated with CareTTUHSC Rack Card - 50 years and still growing strongTTUHSC Rack Card - Serving patients here, there, and everywhereTTUHSC Rack Card - Preparing tomorrow's scientists at the cellular level

Campaign Microsite

The home page should be an elevator pitch for visitors to dive deeper. In this case, our hero image is quite literally looking into a microscope to look closer. The direction of her gaze—looking directly towards the call-to-action buttons—to learn more. As you scroll, we further incorporate the campaign pulse icon to visually depict the campaign progress. We also see an interactive map of the state that shows the vastness of the university and its reach.

Animate Monitor