Mayo Clinic
Building on brand positioning and a visual style established by TBWA, our team was tasked with taking broad brand guidelines and making them work in practice.
As the lead designer, I was tasked with overseeing the team to develop InDesign and PowerPoint templates for a large variety of communication tools, from banner ads, emails, and social media to brochures, newsletters, and fliers. In designing the templates, I needed to consider a variety of use cases and also users, resulting in an easy-to-understand, plug-and-play solution for anyone, internally or externally, responsible for communicating with the Mayo Clinic brand.
All-in-all, over 100 template pages were produced, as each collateral size had multiple pre-set template pages designers could build from.
These templates were meant for designers at Mayo Clinic and also external agency partners that are tapped to create collateral.
Something I noticed when looking at the initial guidelines was the use of negative space which I didn’t want to lose when creating our templates. Based on a six-column grid, I instilled a rule around using two-thirds columns for copy and the final columns for imagery, captions and less copy dense aspects.
Once the hierarchy and general look was in place, it was more about generating all of the different applications so our team could give people everything they might need to develop a quicker and more efficient collateral piece no matter the content.
An inside look at the InDesign template and how robust they were built out for easy plug and play.
These guidelines were built for numerous aspects of the brand. A how-to for using the print templates among others.
PowerPoint template usage guide.
Ad template usage guide.
This document outlines Mayo’s masterbrand approach and the structure of organizations within it.
This template is meant for internal and external use when presenting concepts to internal teams.
Agency: McGuffin Creative Group