MUSE Gold

2022

Building a NYC brand alliance in the fight against COVID-19

Entrant Company

North Street Creative

Category

Branded Content - COVID-19-Related

Client's Name

Mt. Sinai Health System

Country / Region

United States

Mt. Sinai Health System engaged North Street to develop a new brand identity and resource-driven website to support its city-wide vaccine education campaign, dubbed The New York Community Engagement Alliance Against COVID-19 Disparities (NYCEAL).



The resulting identity and website encompass themes of collaboration and community engagement while conveying a level of scientific credibility and professionalism. Community engagement is at the heart of NYCEAL's mission. A combination of human-forward photography, utilitarian typography, and an optimistic color palette make the brand both approachable and authoritative. We designed NYCEAL's custom icon set to underscore the organization's positive, approachable, and accessible nature.



NYCEAL's education campaign is anchored by a resource-driven website providing information on how to engage communities and address vaccine hesitancy and disparities. The website was structured to present layers of scientific data, storytelling, personal testimonies, and other key insights.



Our Role:

Creative Direction, Logo + Branding, Website Design

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