Clever branding made an annual event stand out among the many hosted in the tristate region each year. The Silvercrest Center for Nursing and Rehabilitation hosted an annual spring fundraising golf tournament and yearly, in the dead of winter, they sent out save-the-date cards. Using stock photography and Photoshop techniques, Maryellen Lazzaro created a snowman from golf balls and golf clubs with a Silvercrest logo emblazoned on its body and a Silvercrest baseball cap jauntily perched on its head. The incongruous idea of considering a warm-weather event in the midst of the cold season was made logical and memorable by this frankly adorable character. Sometimes he would show up on the save-the-date card in silhouette, sometimes just popping in from the side of the card, sometimes front and center.
The actual invitation, mailed in the spring, featured the important element of the snowman–the golf ball. From year to year, the client and the tournament participants looked forward to greeting the Silvercrest snowman through Maryellen’s playful imagery and effective branding. The snowman made the card, and the event, instantly recognizable in the slew of other save-the-date cards that receivers get in the mail.
> If you need help with branding an event, give Lazzaro Designs a call or shoot us an email.
The Brookdale University Hospital Medical Center wanted a residency recruiting brochure to effectively sell their educational programs to graduating medical students applying for residencies. When considering a significant brochure, many clients have a knee-jerk instinct to fill the first few pages with messages from important people.
We encouraged the Medical Education Department to consider a fresher approach. Their audience was young with their generation’s need to be immediately and visually captivated and an impatience for long entries. Using a consumer magazine approach, Lazzaro Designs created a brochure with brief messages tucked neatly on the first page. We helped the Chairman, CEO and Chief Medical Officer craft single-paragraph messages. The three paragraphs together served as a cohesive message and key phrases were enlarged to jump out at the reader even if she couldn’t be bothered to read further. The first spread was dedicated to a visually arresting and splashy table of contents (shown, top image). Even if a would-be physician failed to turn another page, he would get a good overview of the center’s highlights from short, pithy paragraphs summarizing each section.
Throughout the 36-page brochure, spreads told each section’s message with lots of subheads and catchy headlines like “The Best of Both Worlds” (shown, bottom image), to portray Brookdale’s combination of high-tech and hands-on teaching, and “Welcome to NYC’s Hip Borough” to tout the institution’s Brooklyn location.
> If you need help marketing to a younger generation or with any major brochure, give Lazzaro Designs a call or shoot us an email.
Maryellen Lazzaro designed this campaign for the Department of Pulmonary and Critical Care Medicine at what was then Beth Israel Medical Center (now Mount Sinai Beth Israel). Dubbed Pulmonary News, a snail-mailed postcard provided clinical and research updates from the department to referring physicians throughout the medical center. These postcards were written expressly for busy doctors, providing them with short, but sophisticated summaries of interesting news, as well as convenient ways for them to contact the department and refer their appropriate patients.
Services of special interest to patients were marketed through pamphlets that introduced the procedures and educated the patients as to how they worked, using consumer-friendly language and design elements. These patient pieces were displayed in the referring physicians’ waiting rooms.
Through this ongoing, two-part campaign, one program kept both physicians and patients appropriately apprised of the excellent pulmonary care available within the healthcare system.
> If you need help creating a print campaign, give Lazzaro Designs a call or shoot us an email.
Maryellen Lazzaro was delighted to create this print ad for the Past Presidents of Healthcare Leaders of New York (HLNY) congratulating honoree Susan Fox, President of White Plains Hospital. The ad was placed in the journal for HLNY’s annual gala, held earlier this summer. We were also equally delighted to attend this year. What a lovely event it was! HLNY is the leading organization in the New York Metropolitan area representing professionals who manage the business affairs of healthcare organizations. Check them out if you are an administrator. They have excellent programs for networking, career advancement, professional enrichment and continuing education.
> If you need a print or web ad, give Lazzaro Designs a call or shoot us an email.
