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The Foundation for Morristown Medical Center partnered again with Studio C on their newest fundraising campaign. Following our successful collaboration on the previous capital campaign, Morristown Medical Center’s in-demand inpatient and complex care offerings, along with its outstanding reputation, have attracted more patients. Funding was needed to address the growing volume of patient needs. Morristown needed a concise, branded campaign that could speak to the expansion of the three pillars of their campus—Goryeb Children’s Hospital, Gagnon Cardiovascular Institute and the Carol G. Simon Cancer Center.
Our approach was strategically rooted in linking the campaign’s branding to the Foundation’s mission: building healthier communities by offering patients the most advanced care and facilities available. First, we developed the campaign name “Growing Forward” to communicate the significance of Morristown’s continued improvement in healthcare. The visual system put the campus’s core building projects front and center in a graphically modern way. Reminiscent of architectural drawings and blueprints, we created a series of custom linear illustrations that represented each initiative. This allowed us to build a flexible graphic system that worked across multiple communication channels as well as address a broad donor audience successfully.
The Foundation enthusiastically embraced the new campaign creative. “Growing Forward” publicly launched in December 2019 with donors pledging $30.5 million toward the campaign. In February 2020, projects at Goryeb Children’s Hospital kicked off with a ceremonial beam signing and hard hat tour—more than $9.7 million was raised for the facility’s expansion and renovation. It’s rewarding to see how the campaign is creating positive momentum, actively helping Morristown Medical Center reach their goals.