The Physicians’ Grassroots Network (PGN), functioning as the American Medical Association’s (AMA) advocacy arm, united physicians in supporting healthcare legislation. With a visual overhaul aimed at strengthening ties to the AMA, we portrayed doctors as heroic advocates, aligning PGN's imagery with the association's brand. This collaborative effort incorporated AMA's primary color, purple, and branded fonts such as Kepler Std, complemented by the introduction of Cervo Neue for a comic book-inspired aesthetic. Emphasizing advocacy's pivotal role in physicians' impact, the strategic rebrand amplified their voice. As a result, the PGN championed over 10 healthcare legislations, experienced substantial social media growth, actively engaged in annual conferences, and provided valuable resources through webinars and digital tools.
2018 | Adfero