Memphis Children’s Clinic by Fox Design Co.

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CLIENT

One of Memphis’ oldest and largest Pediatric Medical Groups. Comprised of over 30 doctors at six locations, they serve both state and private-insured families.

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BRIEF

The Doctors of the MCC wanted a fresh identity that equally served two very different demographics: upper middle class, suburban families, and low-income, urban-dwelling families. The identity had to be flexible enough to show distinct lock-ups displaying any number of their six regional offices.

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APPROACH

Client meetings at several different MCC offices gave me valuable insight into their demographic. For instance, the interior of the Whitehaven office, serving primarily low-income families, is cinder-block-walled, industrial feeling, and painted in primary colors. By contrast, the Germantown office, serving primarily upper middle income families, is located in a state of the art hospital, professionally interior-decorated, and suburban homey. The solution is an identity that is colorful, fun for children, and contains a mix-and-match identifier function—allowing any combination of typographic train cars to hook up to the primary logo.

Carl helped us define our objectives before leading us through a process of creative innovation and exploration. He brought new ideas to us and gave new life to our own concepts. After working through several stages of re-evaluation, we selected a logo concept that could capture our target audience and excite our own employees. At this point, Carl refined our final logo and began helping us implement it into our company. — Jacob A. Vargo, MD Physician and Marketing Director of Memphis Children’s Clinic, LLC