The United States & Canadian Academy of Pathology (USCAP) has been the global leader in educating pathologists for more than 100 years. With 12,000-plus members, the USCAP has had a rich heritage of providing its membership the highest levels of pathology education and information. However, this doesn’t preclude a need for strong storytelling and branding. This is essential to maintaining the group’s status and reputation.
Opus 59 has worked with USCAP for more than three years. Our initial challenge was to help tell the rich, 100-year-old USCAP story in an appeal to the membership. From there, we were engaged to revamp branding and graphic identity elements to standardize the look and feel to best portray the organization in all touch points with members and potential members.
Opus 59 developed an academic, yet progressive look and feel, updated the logo, and created graphic standards that have been applied to all communication elements: printed, electronic and publication. Our goal was to make the USCAP visual brand — for the first time — reflect the seriousness and sincerity of the organization’s mission.
Deliverables and Results:
Since this initial engagement with USCAP, Opus 59 has redesigned the website and we’ve been responsible for all creative elements, including print and electronic ads, brochures and collateral materials, direct mail, e-mail marketing campaigns, environmental signage and a mobile app design. You could say that the relationship has evolved, which is a trend we like to see!