fister

New Dimensions Identity

St. Elizabeth’s Hospital

St. Elizabeth’s Hospital added a new plastic surgery practice and needed to develop a credible identity, including name and logo. fister generated many name options, with the result being New Dimensions Cosmetic & Reconstructive Surgery. The accompanying logo visually ties to the name. Then, to promote the practice, fister created a brochure, microsite and ad campaign.

categories: brand identity, st. elizabeth's hospital, healthcare

New Dimensions Identity

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New Dimensions targets two distinct audiences: cosmetic, which tends to be elective, and reconstructive, which derives from workers compensation and referring physicians. In promoting the practice, it was essential to visually include men and those in need of reconstructive surgery. Both the brochure and microsite address this.

To promote the cosmetic surgery practice for New Dimensions, however, fister created an ad campaign. The target was the consumer who chooses elective surgery or non-surgery procedures. These are often non-reimbursable (cash) procedures, so it’s essential that the consumer be at the mid- to upper-household income level. The majority is female, ranging in age from 25-65. The result is a three-ad series that is very holistic in its approach.