Fred Hutch

Advertising, Brand Identity Design + Strategy

World-class research institution Fred Hutch has engaged with Hornall Anderson/Sid Lee for several years to ensure that their visual brand language reflects their technical excellence. The following three projects provide a cross-sampling of our more recent collaborations.

Role: Lead Designer at Hornall Anderson/Sid Lee

 

A Proper Greeting

Fred Hutch asked that we help introduce their new President and CEO, Dr. Thomas Lynch to the public and research community through a multi-channel ad campaign. We approached this by echoing Dr. Lynch’s passionate advocacy of scientific innovation, while still tying to Fred Hutch’s visual brand language. Our concepts employed bold typography and impactful language, imagery and color. The final ads were run as full and partial page formats in the New York Times, Wall Street Journal, Seattle Times and several media and industry websites.

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Brand Architecture

In addition to outward-facing work, we have aided Fred Hutch’s internal team to help organize their ever-expanding collection of logos and lockups. Our team conducted workshops and presentations, ultimately producing a Brand Architecture document that would guide them to greater consistency and clarity in their communications.

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Logo animation


In tandem with our Brand Architecture work, we brought the Fred Hutch master brand logo to life with animation and sound. Collaborating with our motion and sounds design partners, we conceptualized and directed an animation that celebrates the inherent curiosity and resulting discovery and impact of Fred Hutch.