The Challenge:
How can we reinvigorate an emergency department’s existing performance guarantee and increase traffic in this suburban Chicago hospital?

The Solution:
By creating a new program name (ER:15) and a bold new graphic identity, and then consistently applying both in a variety of internal and external communication materials. Newspaper advertising and direct mail carried the 15-minute performance guarantee to the general public, while posters, banners, buttons and other campaign elements supported an internal campaign.