Skelton Design recently launched a new identity and website for Johns Hopkins Medicine Philanthropy Institute (JHMPI). In our discussions with JHMPI, three brand priorities rose to the top: conveying institutional professionalism, promoting a forward thinking institute, and creating a user friendly website.
Seeking to elevate the profession of medical development, JHMPI sought an identity that recognized their status as leaders in the field. A clean, contemporary approach to the institute’s new logotype sets them apart from more conservative medical advancement peers, and allows them to stand out within the Johns Hopkins Medicine institutional environment. An added benefit is the flexibility of the identity on a digital platform, including a compatible acronym for use at smaller scales and on social media.
“The Skelton team was a pleasure to work with – efficient, focused, creative, responsive, and true to their timeline and projected budget. Through developing our new website and related assets, they have helped our institute make a quantum leap in its presentation, from a traditional academic look/feel to a fresh and contemporary one that speaks of professionalism, innovative thinking, and quality.”
Jane Wheeler, Director of Business Development and Communications, Fund for Johns Hopkins Medicine
From the start, it was clear JHMPI had a tri-part mission that could serve as the structural basis for the new site: an advanced training program, the adoption of “The Hopkins Way,” and scientific research. Distilled into brief headings: “We Train”, “We Engage”, and “We Study”, the site is divided into three main sections. That structure is reinforced on the home page, where three full-screen, black and white, photo-journalistic images (shot by photographer Bill Denison) interpret the JHMPI mission.
The home screen slide show serves as a portal to the three main sections of the site.
We employed a number of techniques to make the site successful across platforms. JHMPI abbreviated their messaging to quickly and succinctly hit their points with online readers. Testimonials from former Summer Institute participants were added, but to make the site mobile friendly, this ancillary content is eliminated at smaller scales. Even faculty listings are user-friendly with the ability to expand and collapse bios.
The website is built on an open source platform and is fully responsive. JHMPI’s newsletters are now populated on their site and tied directly into their email marketing software, providing a fully branded and integrated marketing solution. The content management system is user friendly so internal staff can easily make updates.
“GREAT job. I am so pleased with the new site.”
Steve Rum, Founder and Director, Johns Hopkins Medicine Philanthropy Institute
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