Work / Just Medicine

AMSA Just Medicine Campaign

Client: American Medical Student Association (AMSA)
The piece: Full-page magazine ad (February 2014) and a 33 × 81-inch retractable banner for Just Medicine, AMSA's campaign for conflict-free, evidence-based medical education.
My role: Lead designer. Layout, typography, photo selection, and production for both print and large format.

Full-page magazine ad and 33 × 81-inch retractable banner.

The campaign's message is a hard line, so the design gives it one: a black band with the three “No” statements in green and the tagline “Just Medicine” set large in white. Above it, the tone softens with clinical photography and a short, readable case for the program. The same structure holds at magazine size and at six feet tall, which is the point of a campaign system.