Center for Advanced Molecular Imaging

Challenge

Designers of the Center for Advanced Molecular Imaging (CAMI) at Northwestern University equipped the sprawling facility with the nation’s largest 3D display wall to foster a more interactive research environment. The display allows for visualizations of whole-body bioluminescence and fluorescence imaging and probe microscopy of live cells, among other functions.

With this resource ready for use, the goal was to drive interdisciplinary-research and bridge the gap between basic science and science-based medicine. The potential for the center to inspire new types of collaboration would make a significant impact in these fields.

But because the center was the first of its kind in the country, the scientific and medical community didn't have an immediate point of reference to help them understand the real-world application of this new facility.

Solution

My copywriting partner and I understood that the key to establishing sustained success for this revolutionary and highly technical center was not in diving deep into the details. Rather, it was in touching upon the highlights of the center and introducing it to the community. In doing so, it allowed potential customers to understand the range of offerings, relate specific technologies to their industry, and see a way in which their work could be impacted by working with CAMI.

We developed a brand story that would compel prospects in the pharma and biotech preclinical discovery industry to learn more about CAMI. Rather than a traditional piece of collateral, we developed a unique set of informative cards sent to prospects throughout the country. When assembled as a grid, the image created on the front sides mimicked the panels of the 3D display wall. It offered the recipient an opportunity to build the 3D wall and put themselves in a representation of the physical space. The backs of each card provided a high-level overview of the various technologies and services available at the research facility while illuminating the possibilities of collaborating with others at the center.

My role: Design