The City of Hope Cancer Treatment and Research Hospital

The first set of sketches represents the completion of chemotherapy and overcoming cancer at the City of Hope cancer center. The top two ad layouts, individual cancer, they have reached the wrong number; this is an extreme user. The top sketch is one where the object is speaking; it’s about the journey, not the end of it. The second set of sketches showcase friends celebrating, and the bottom sketch reflects a grandmother and grandson enjoying life after cancer treatment. 

The problem for the City of Hope is that it is a local research and treatment center. Unlike M. D. Anderson, John Hopkin and the Mayo Clinic, City of Hope experiences a lack of national attention. For the non-for-profit to expand its markets and reach a target audience that is unfamiliar with its brand, developing a voice is essential in establishing it on a national stage. Along with a successful design concept, the uses of valuable headlines, taglines, and testimonial can assist in drawing in readers, and new consumers.  By helping the organization understand how they can elevate their concepts as well as their new design, a more significant impact with a targeted campaign.

Furthermore, by learning about City of Hope’s competitor, assisted in developing a strategic plan to improve the organizations’ presence. The research conducted included learning about the hospital’s past and its continual evolution. Also, guiding the campaign focused and directed on how to reach a new demographic. 

Finally, establishing a voice that mixes authoritative and ambassadorship allows consumers to recognize what the hospital has to offer.  Also, a strong headline enables an organization to make a connection with the target audience. By developing headlines that avoided catchy and vague headlines associated the hospital with its motto and tagline. As the brand development progresses using colors that stand out in the mind of readers, along with effective typography, and relatable images, strengthens the campaign. Finally, the voice, brand, and typography build a memorable campaign. As the ad campaign grows, there are options for further advertising.