Identity Design: Northern Utah Trauma System
Role: Art/Branding Director

{problem}
The Northern Utah Trauma System needed to clearly identify their brand. For years they had been confused with other organizations or as branches of different companies. This resulted in great confusion when they tried to advertise. Every promotional opportunity resulted in the need to re-establish themselves with their audience and thus straying from their initial marketing objective.

{solution}
Design a new logo that clearly outlines the name, location and purpose of the brand along with establishing the type of organization. In this case, “system.”

{strategy}
The old logo took a very “head-on-the-nail” approach to expressing the words “trauma” and “emergency.” By using smooth professional fonts it dialed down the abrasive look of the brand. The universal cross with the deep red was sufficient to express the “urgency” and “emergency” tones of the program’s work. Incorporating the state of Utah into the cross was a great way to distinguish the organization from other Trauma organizations.

{result}
The Trauma department held a very successful conference that is already scheduled for future years. They have no longer had the issues of being confused with other organizations and are now able to distinguish themselves.