Improving optics for UAB Callahan Eye

90% of all information we receive is visual. So what do you do when a world-class eye hospital wants to increase its awareness? You elevate its visibility with prospective patients.

Visionary Care

UAB Callahan Eye is home to the country’s foremost experts in the treatment and cure of eye disease and trauma. Only the new generation of medical decision-makers didn’t know it. Intent on improving optics, we created a dynamic color and shape system inspired by UAB Callahan Eye’s history and association within the fine arts community. Utilizing vibrant light and spectral tones, we captured surreal photography highlighting the hospital’s focus on speciality care and innovation. This built the foundation to deliver a variety of messages positioning UAB Callahan Eye at the forefront of ophthalmology. The end result is a visually captivating campaign that reintroduced UAB Callahan Eye as a national leader in sight.

We simplified the UAB Callahan Eye name and logo within the larger health system.

“Complex Vision” — a lenticular sculpture by Yaacov Agam on the hospital’s exterior — inspired our color and shape system.

We conducted patient interviews to inform our key messaging pillars: experience, training, immediacy, continuity of care and proximity.