Hologic Continuum of Care + RSNA
Overview
FGS Global worked with Hologic, a leading global women’s healthcare company, to develop and deploy promotional communications materials leading up to the 2021 Scientific Assembly and Annual Meeting of the Radiological Society of North America (RSNA) – a major conference where Hologic showcases its entire Breast and Skeletal Health portfolio to customers.
The Challenge
The FGS Global Health and Creative teams worked together to develop an updated creative expression for the conference that closely followed the newly established brand and style guide depicting the Hologic Breast Health Continuum of Care.
In the months leading up to the conference, we worked with Hologic to distribute a series of HTML emails and create a suite of creative assets for social promotion. We also gave the existing Hologic RSNA website a brand and content refresh to align with the updated creative and conference details.
Our Solution
The team began by refreshing the Hologic Continuum of Care graphic, which has historically been used as a visual aid in presentations, tradeshow collateral, website banners and more. The goal was to modernize the existing graphic with a distinct brand expression while ensuring the piece felt cohesive with Hologic’s existing brand guidelines.
The team explored numerous graphical approaches and collaborated with the client to ultimately land on a more patient-focused, simplistic design that visually defines each section of the continuum with a custom icon and color set. The patient silhouette on the left of the design looks forward at the continuum as a journey in which Hologic serves as a guiding partner.
Collateral Materials
Due to the variety of uses the Continuum of Care graphic has, our team created a flexible design system that can be applied anywhere from a single symbol to a fully branded sales piece. This involved building several supporting assets, including a stamp version of the patient symbol, custom graphic configurations that highlight specific products, a photograph library that features the brand colors and a comprehensive product offering deck.
RSNA 2021
Once the Continuum of Care branding was established, FGS Global worked to infuse it into the promotional materials and event collateral for RSNA 2021. This included creating and distributing branded emails accompanied by a refreshed website and social media graphics.
Web Design & Development
The website refresh required updating colors, images, and graphic treatments to unify it with the Continuum of Care brand and ensure visitors could access important information about the event. The design and build included elements like custom event cards directing users to register for sessions, a slider highlighting the newest event information and a filterable product library.
