A pioneer at the heart of urban health since 1847, The New York Academy of Medicine had recently rebranded, but was still suffering from an identity crisis. Despite a growing demand for their expertise and services, they were struggling to make both their brand and their activities relevant in the 21st century.
Through interviews and leadership work sessions, we discovered great confusion across the enterprise about both their mission and purpose, as seen through clinical and academic perspectives.
We addressed this by repositioning the Academy around its core promise: advancing solutions for the health and wellbeing of people in cities. Getting back – and forward – to their roots, as it were.
Repositioning the Academy around its core promise
To simplify their offerings, we recommended restructuring them into three discrete areas, creating an Institute for Urban Health to house their research, program and policy work.
A modern and purpose-driven identity
Concurrently we built a modern and purpose-driven identity, comprising a system that balances city architecture and the human impact of their work, capped with a logo inspired by the city and a tagline that expresses their timeless urban health mission: Healthier Cities, Better Lives.