Scott's Portfolio

Midwest Orthopaedics

Midwest Orthopaedics is the #1 orthopedic practice in Illinois. And although the main location sits alongside the Tower building on the Rush campus, MOR operates as an independent medical practice.

The time had come to overhaul their brand to reflect their accolades as “the best” in Illinois and top 10 orthopedic provider in the US by US News & World Report. Like any large healthcare system, a brand and Identity refresh can amount to millions of dollars in investment and I set out to develop a mark that would stand the test of time but still feel fresh, contemporary and reflect the elite stature of patient care as well as partnerships with professional sports teams like the Bulls and Black Hawks.

Project deliverables

Corporate Branding

Identity and collateral design

Broadcast cable and CTV

Campaign advertising

Stadium sports sponsorships

– Brand expression –

– The campaign –

Sports sponsorships are a large part of the MOR media buy and every campaign included new and unique deliverables for jumbotrons, scoreboards and other stadium advertising. It is thrilling to see the new logo in stadiums across Chicago.

Credits

Client

Midwest Orthopaedics at Rush

Agency

Motion

Scott Gundersen, VP, Design Director

Stefanie Lyons, VP, CD Copy

Carol McCarthy, EVP Strategy

Lameis Dromgoole, Account Director

Diane Johns, ADD

Stephanie Kim, Designer

Luis Roca, Animator

Andrew Albritton, Animator