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Medical Center annual
is about community
and donor support |
Client: California Pacific Medical Center
Design Firm: Chen Design Associates, San Francisco CA
Creative Director: Joshua C. Chen
Art Directors: Joshua C. Chen, Jennifer Tolo, Max Spector
Designers: Max Spector, Jennifer Tolo
Writer: Susan Sharpe |
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| The primary objectives of California Pacific Medical Center’s 2002 Annual Report were to generate increased donor support, both from new and existing donors, and to address common misperceptions about the medical center. To achieve these goals, San Francisco-based Chen Design Associates used the annual to explore the theme of community. The opening section portrays the medical center as an unseen, underlying connection shared by many as they go about their daily lives throughout the neighborhoods of San Francisco. The second describes, not how people are defined by CPMC, but how the medical center is defined by people. The selected portraits tell the stories of individuals rich in experience and personality well beyond the traditional titles of patient, doctor, volunteer, or staff. Looking to the people and places that comprise and surround CPMC, the piece demonstrates how California Pacific Medical Center is an integral part of the Bay Area community, how there is often more than meets the eye, and how giving to the medical center is not just a donation, it is an investment and commitment to the growth and health of a community. Headed by Josh Chen, the design firm that bears his name provides strategic vision and creative content for a diverse mix of clients including AIGA, Apple Computer, California Pacific Medical Center, Chronicle Books, Hewlett-Packard, Joe Goode Performance Group, Pasadena Museum of California Art and the University of California, Berkeley. |
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