Baylor College of Medicine’s “Best Minds. Best Medicine.” campaign was designed around Baylor’s new medical model of personalized medicine. The identity system was designed to be a self-contained unit for the BCM Development Office to easily and neatly present the materials to potential donors to raise funds for a BCM hospital, built on the foundation that medicine should be personal and tailored to the individual.

The DNA marker became the central icon of the campaign, representing the focus on the individual with this medical approach. The campaign’s pieces, consisting of a brochure, stationery set, and note cards, were contained in a coordinating pocket folder. The program was designed to initially engage the potential donor and make the first experience with this new medical vision memorable. Multiple elements within the campaign and DNA marker texture were embossed, debossed and foil stamped in an effort to provide a more tactile experience, increasing interest and engagement.