How to appeal to moms with sick kids? By showing them that you can provide relief for them, too. We recreated the brand with a new positioning, logo, identity system and multi-media marketing campaign that felt approachable and trustworthy, thanks to fresh, vibrant graphics and lifestyle photography. This emotional connection affirmed moms’ decisions to go to a MinuteClinic vs. a traditional doctor’s office. And it worked as well as chicken soup for a cold. Within 18 months, the brand had reached the #1 category position and was purchased by CVS soon after.

Creative Director: Bruce Edwards. Environmental Designer: Conrad Chin. Writer: Julie Feyerer. Art Directors: Bruce Edwards, Ann Brimacombe. Designers: Bruce Edwards, Brian Cox, Sam Soulek. Work performed while Bruce Edwards was the Chief Creative Officer at Fame.