The evocative power of photography

NYU Langone Medical Center

Weymouth Design

Client Case Study: 1st in Series

NYU Langone Medical Center is one of the nation’s premier centers for

excellence in healthcare, biomedical research, and medical education.

But that is only the boilerplate description. There is much, much

more to the Center that words cannot begin to describe. Simply walking

through the front door, one encounters an air of urgency and commit-

ment in the lobby as physicians, researchers and patients hustle by each

other on their way to their respective destinations. If one were to sit

with the scientists who are at the heart and core of the Center and listen

to the passion with which they talk about their research, whether it’s

the quest for an AIDS or malaria vaccine or a new, more affordable MRI

machine, they too would come away believers in the power of research.

The photographs in this brochure capture only a tiny fraction of

that commitment, but they also serve as an example of the emotive

story-telling power of photography and to the fact that photography

speaks in ways that the written word cannot.

These photos are also a testimonial to the commitment the lead-

ership of the NYU Langone Medical Center has to its researchers, physi-

cians and patients and to the use of photography as a vital

part of telling their stories.

We talked to Deborah Bohren, VP Communications and Public

Affairs, at NYU Langone, about the importance of photography

in their branding and communication efforts.

“ Strong photography is key to telling the NYU Langone — to patients, to researchers, to potential donors, to the community at large.”

“ We have outstanding scientists at NYU Langone, who do amazing things. Photography captures their passion — and makes complex science accessible.”

“ Small moments provide an insight into the daily — and nightly — work that goes on at our institution.”

“ How do you convey “compassionate care?” Show patients. Show patients in a different way, and in their communities.”

“ We use black and white photography at times to create a certain tone and mood — and evoke an emotive response.”

“ Our scientists are so engaged. Photography can capture the different facets of their work and can convey so much so quickly.”

“ We want the imagery to resonate across media and invite people to read more and learn more about us.”

BOSTON

332 Congress Street

Boston, MA 02110

617.542.2647

SAN FRANCISCO

600 Townsend Street

San Francisco, CA 94103

415.487.7900

NYU’s Langone’s 2010 Research Report put Remicaid on its cover — a blockbuster biomol-ecule initially developed at NYU.

A major site redesign included user group test-ing, persona development and usability studies.

“ Find a Doctor” is an intuitive, database driven application developed for the new site.

The 2010 Annual Report from NYU Langone included a layer of quickly skimmable “facts” and “infographics” that told their story.

http://blog.weymouthdesign.com

Weymouth Design is an interactive and graphic branding agency, with offices

in Boston and San Francisco. The unique differentiators of the firm are its strong

front-end visual branding capabilities, with design, photography and vid-

eography in-house, matched with its strong back-end web and mobile devel-

opment expertise. The end-result: brand continuity across different media.

To further NYU Langone’s communications and business objectives,

we have worked on their research reports and annual reports, as well as

a major website redesign (front and back-end). In addition to photogra-

phy, design, writing, development and production services are provided

to NYU Langone Medical Center.