Athletes for ALS Campaign Exploration
2021
The "Athletes for ALS" campaign, envisioned for the Hospital for Special Surgery (HSS), aimed to raise awareness for their ALS program, a multidisciplinary care initiative dedicated to the education and support of ALS patients and their families. Despite the project's cancellation following Dr. Dale Lange's departure from HSS, the campaign sought to leverage the influence of athletes in highlighting the progress and treatments being developed for ALS, a disorder characterized by progressive weakness with no known cure. The campaign's core message, "Where the world comes to get back in the game," intended to echo HSS's mission of enhancing quality of life, even though ALS patients face a different, more challenging reality.
The proposed work included three pivotal projects: the creation of a logo identity to serve as the face of the ALS Program, the development of brand guidelines for consistent messaging across platforms, and the art direction and creative management of a dedicated campaign website. These elements were designed to ensure a unified, coherent presentation of the campaign, from visual identity to online presence. Each step, from logo creation to website development, was to be carried out in close collaboration with HSS's creative team and stakeholders, including Roseline Michael Neveling, to maintain alignment with the campaign's goals and the overall mission of HSS, ensuring a focused and impactful awareness campaign for ALS.
Client: Hospital for Special Surgery Dr. Dale Lange, Neurologist-in-Chief; Marketing Director & Project Manager: Roseline Heritage Brand Strategy Michael Neveling; Creative Director & Designer: Sandra Burch
