About BCM:
Baylor College of Medicine in Houston,Texas, the only private medical school in the Greater Southwest, was founded in 1900 and is today an internationally respected medical and research institution known for excellence in education, research and patient care. BCM consistently ranks among the top 10 medical schools in the country.

Situation:
Baylor is the only medical college in the top 10 without its own respective hospital. BCM's "Best Minds. Best Medicine." campaign is Baylor's most ambitious campaign to date with the goal to raise $1 billion by 2013 to build a new Baylor Hospital and Clinic in Houston's esteemed Medical Center. The hospital will be built on Baylor's forward-looking medical model of personalized medicine, a revolutionary approach to healing that uses patients' own DNA to predict, treat and prevent disease. BCM provided the tagline of "Best Minds. Best Medicine." but needed a formalized identity to employ in literature and collateral to solicit donations from a wide audience including current employees, alumni, foundations and philanthropists.

Solution:
With this endeavor, Savage had the unique challenge of fusing BCM's rich history and prestigious reputation with their future-thinking medical platform of personalized medicine based on individual genetics. The campaign needed to represent BCM as professional, credible, cutting-edge and as a pioneer of the future of medicine. The DNA marker icon was used as the visual center of the design. The image is recognizable, provides color and reinforces the concept of "personalized." The logo was developed with two main objectives; to infuse the DNA marker design to align the logo with the "personalized" message and focus on the word "Best" in the tagline. "Best" is the word BCM uses to define their culture and is an integral part of their brand. "Best" is twice used in the logo and is set in a bolder typeface that distinguishes it from all the other words in the logo's verbal messaging. This highlights the "Best" aspect of BCM's brand and reinforces the commitment and confidence BCM has in this medical endeavor. The identity campaign was designed to be a self-contained unit for the BCM Development Office to easily and neatly present the materials to potential donors. The program pieces, consisting of a stationery set, note cards and business cards, are contained in a coordinating pocket folder. The folder was designed to engage the potential donor right off the bat and make the first experience with this program memorable. The folder, displaying the "Best Minds. Best Medicine." logo, is embossed, debossed and foil stamped in the form of the DNA marker icon to provide texture and interest.

Results:
BCM's fundraising efforts began before the development of this project and as of November 2007 BCM has already raised half of their financial goal of $1 billion. Savage has received positive feedback from BCM's Office of Development and continues to work with BCM on brochures, marketing collateral and a web site to further develop the "Best Minds. Best Medicine." brand. The campaign won a bronze medal for design at the 2007 Art Director's Club of Houston Awards Show.