MSU Healthcare branding and campaign

For Michigan State University Health Care and Health Sciences, we unified a complex academic health system under one cohesive brand rooted in the idea of “Access.” Backed by extensive research, we developed the platform, architecture, identity, and campaign to better connect MSU’s university equity with its healthcare system. Working in collaboration with our team at Monigle and MSU, the campaign, “Our Mission Starts With You,” placed patients at the center of a synchronized network of physicians, researchers, and educators, clarifying the value of academic medicine and strengthening awareness, preference, and trust across Michigan.