Challenge: Update the Florida Medical Association's brand to be more aligned with their audience (physicians practicing in Florida) and better fit within their industry.
Solution: The newly rejuvenated FMA Logo maintains a reference to the previous logo and its distinguished history while offering a fresh and updated look and feel. The components of the logo were balanced to be more proportional, and the updated typefaces were chosen to symbolize a mix of traditional practices with modern approaches. The website's interface can now be more easily navigated with its updated design. It offers clear hierarchy for more intuitive and accessible interaction. Visuals were transitioned from vector graphics and generic stock images to intentionally-chosen raster images that mature the overall brand tone. The FMA's weekly newsletter also features these updates with better branded imagery, clear hierarchy, and straight forward call-to-actions.
Roles: Art direction, branding, email design, graphic design, user-interface design