Trish McCabe Rawls — Brand Designer. Storyteller. Creative Director. — 830.456.6926 • trish@teamrawls.com
Branding Portfolio: SOMOS
My Primary Roles: Creative Director, Art Director, Lead Designer
Worked in collaboration with: Account Team, UX/Programmers, Print Production Artist, Translators, Media Planner
Brand Assets Created: brand manual, ad campaigns, OOH, digital ads
Brand Launch
I did not create this logo nor did I come up with the tagline, but the brand needed to speak to multiple cultures. So when it came time to create the ad campaign, we needed a concept that would translate to all language and cultures. The idea behind SOMOS is that there are physicians sprinkle throughout New York City — in the neighborhoods the target audience lives and works.
Brand Campaign
The brand campaign needed to speak to multiple cultures. We needed a concept that would easily and culturally translate to all languages. The idea behind SOMOS is that there are physicians within this network that are sprinkled throughout New York City — in and around the neighborhoods where the target audience lives and works. So we came up with the idea of the locator pin as a consistent visual.
Ads
Ads needed to be AUTHENTIC. The client did NOT want stock photography as the audience we see it as such. We needed real New Yorkers in real, recognizable locations throughout the neighborhoods. We did a multiple-day shoot at several locations in NYC to create a library of images for use in the brand campaign.
OOH
Along with ads, there was a robust media plan that included a variety of OOH placements including billboards, transit, bus shelters and more.
