On September 7th, the Medical College of Wisconsin (MCW) officially introduced its new brand platform and campaign—the results of a collaborative effort with Hanson Dodge.
MCW’s brand story centers around the tagline “knowledge changing life,” which points to the organization’s unique ability to transform health at the intersection of research, education, patient care and community engagement.
An MCW-branded microsite at knowledgechanginglife.com functions as the brand campaign’s hub, and serves up content that underscores MCW’s impact in the region, the state and beyond. That content includes a video series titled “Stories Rewritten,” which tells the stories of people whose lives have been profoundly and positively changed by the new knowledge MCW brings into the world every day.
MCW and Hanson Dodge began its partnership in early 2016 with a research, analysis and strategy phase that incorporated input from more than 4,000 touches with constituents inside and outside MCW’s organization. In the months that followed, the branding initiative tapped into a wide range of Hanson Dodge’s capabilities: brand strategy, digital ecosystem strategy, creative campaign development, activation and media planning, employee communications, user experience design, creative production, web development and more.
"Hanson Dodge has been a true partner to the Medical College of Wisconsin. They helped us navigate the complex set of audiences and missions that are inherent to academic medicine,” said Mara Lord, Vice President of Communications, Experience and Brand Strategy for MCW.
“They did a remarkable job of distilling many months of primary research and analysis into a succinct, powerful brand strategy, a compelling creative platform and an integrated approach to our digital ecosystem. We're delighted and inspired by the early results of our work with Hanson Dodge. We couldn't have picked a better partner."
The partnership between MCW and Hanson Dodge will continue as the two organizations work together to extend the brand’s reach in the months ahead.
“MCW has long been a powerful force for transforming the health of people and communities near and far,” said Mike Stefaniak, Chief Strategy Officer for Hanson Dodge. “We’re honored to help MCW tell its story in a manner that not only acknowledges what’s truly special about the organization, but inspires people inside and outside MCW.”
Learn more about MCW and the new brand vision at knowledgechanginglife.com.
About The Medical College of Wisconsin
The Medical College of Wisconsin is where a diverse group of thought leaders in science, medicine, education and community engagement work together to build a healthier future. At the core of everything MCW does is academic medicine, a model—and a way of thinking—that finds scientists, physicians and students working hand-in-hand with our partners and the community to solve the toughest challenges in health and society at large. Every study, every case and every patient brings new learning, progress and innovation to build on and pass along to the next generation—creating a continuous cycle of life-changing knowledge.