Your Life, Our Purpose
Prescribing solutions
In 2014, TTUHSC launched its first-ever capital campaign, Your Life, Our Purpose, across three priorities—research, education and scholarships, and patient care. The goal: $100 million by the end of 2019, the School of Medicine's 50th anniversary.
Challenge
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 its own logo with multiple fonts.
Approach
The answer was restraint, not addition. We built the identity around a single element: a red heart-rate pulse—an instantly read symbol of life for a health sciences center, simple enough to sit beside the existing marks without competing with them. It reads clean on black or white, flags any piece as campaign material at a glance, and doubles as a progress indicator that climbs as the campaign advances. A black hexagon pattern, pulled from the school's everyday design language, frames the red mark. The hand-written script font conveys a doctor's prescription.
Results
By December 2019, the campaign cleared its $100 million goal—$102.5 million raised, on its target deadline.
Next Steps
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