Direct Mail for Sinai's 100th anniversary featuring an immersive exhibit highlighting Mount Sinai Hospital's key achievements and bright future.
Role
Art Director
Research
Wireframe
Design
Creative DM
Tools
InDesign
Photoshop
Powerpoint
Year
2023
​
Project
Overview
Mount Sinai Hospital was celebrating its 100th anniversary.
Part of the celebrations included a special multi-media
installation at the Art Gallery of Ontario (AGO), named "A century of care and discovery”. This event was designed to engage with the community, as well as re-engage with lapsed donors and past patients.
The Ask
Create a DM (Direct Mail) piece to promote the exhibit and invite recipients to sign up for reserved viewing time. The piece needed to be attention-getting but developed within modest budget.
The Challenge
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The piece had to follow newly developed Sinai 100 brand guidelines
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The exhibit was still being developed when the DM was released resulting in minimal content, imagery, or pieces to utilize
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Branding was bold, but imagery was old, so how do we balance the two?
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There were 100 years of achievements to highlight, but only a panel or two in which to do it
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Showing important past achievements was critical, but so too was alluding to health care advancements happening and yet to come to solidify Sinai Health as a leader in research and care; we needed to showcase the past, as well as the present and future
The Results
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KPIs exceeded within 24H
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The viewing times filled in so quickly, Sinai Health Foundation made more visits available – which also filled up
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Some of the creative elements from the DM and brainstorming process were integrated into both the Sinai Health Foundation website and the exhibit itself
Final
DM Piece
