Case Study
Tagline & Messaging
The Johns Hopkins Wilmer Eye Institute was getting ready to celebrate its centennial with a new logo and new tagline, except there was just one problem. None of the taglines they’d come up with so far resonated. And without a tagline, it was hard to craft messaging for each key audience. Enter Sunny Side Creative.
We kicked off by reviewing all the materials surrounding the milestone anniversary, as well as other marketing, fundraising, and communications materials. This allowed us to understand Wilmer’s brand voice and personality to tap into their mindset. From there, we entered a brainstorming phase where we tossed around possible taglines, ultimately landing on four that felt aligned to their goals.
Next, we presented our recommendations to the leadership. When the leadership team requested mockups of the centennial logo with the tagline variations as real world examples of street signs and baseball caps, we were more than happy to oblige. After all, some people need to see concrete examples rather than abstract concepts to make an informed decision.
And then, a tagline was selected! Hooray! With the new tagline of “Imagination | Innovation | Impact” in hand, we could then riff off of that to create messaging for Wilmer’s audiences of employees and leadership, alumni, donors, patients, and peers.
We love projects that spark our curiosity — and now, we will never forget how to spell ophthalmology! Thanks, Wilmer!
Sunny Side Creative knows that some people are visual and others are conceptual. To help key stakeholders decide, we presented each tagline on its own in addition to real-world examples. Seeing the taglines implemented as practical applications allow audience members to make a more informed decision.
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