MISSION
HELPING THE HELPERS.
The Medical Oncology and Hematology Associates of Iowa (MOHA) were looking to revive their brand to reach the emotional aspect of their patients. While the care provided by Mission is top-notch, in a patient’s darkest times, the last thing they want to hear is cold hospital speak. Refreshing their name and brand was imperative.
Created at Flying Hippo Brand + Digital
Creative Direction: Eric Groves
Art Direction: John Anderson
OLD
NEW
Once the name “Mission” was decided on, we then moved into the logo. There was really nothing holding us back from exploring new things, but we found small ways to hint at the original design. The negative spaces which housed the letters in the original logo had a smooth and organic presence, something that felt different than the normal medical space. Using those as main shapes instead of negative space, we found ourselves able to pay homage to the eternal flame, commonly used as a symbol of healthcare as the primary mark. This mark actually started out on its side as an abstract “m”. The green was pulled in to be a differentiator from the sterile environment drowned in shades of blue that you will find on any healthcare website.
A WORLD-CLASS BRAND
Despite being community-based, Mission promises to offer the best care rivaling any other community oncology practice in the country. This claim doesn’t come lightly and deserves a brand to match. The color and photography used emit a feeling of calm, cool, and collected, focusing on the patients needs above anything else.
