Alice L. Walton School of Medicine

Pivotal Moment:

Introducing a new vision for medical education.

As the Alice L. Walton School of Medicine (AWSOM) prepared to welcome its inaugural class, the institution was introducing far more than a new medical school. It was unveiling a new philosophy for how physicians are trained — one centered on whole-person care. AWSOM needed a clear, compelling brand to communicate its vision, attract exceptional students and establish credibility as a new leader in medical education.

A strategic foundation for a bold debut.

We partnered with AWSOM to introduce the school to the world by developing a Brand Messaging Strategy and creating a unifying campaign theme to articulate the school’s mission.

From there, we brought the brand to life with a digital campaign strategy, SEO and admissions collateral — all supported by a comprehensive brand messaging guide to ensure consistency across every touchpoint. As the school introduced its academic house system and welcomed its first class, the brand provided a clear and confident narrative that positioned AWSOM as the future of medical education.

Capabilities

First-year students join one of four academic houses named for pioneering physicians. We designed a crest for each that honors its namesake while giving the house its own identity.

A limber pine tree symbolizes the unwavering pursuit of knowledge.
A repeating circle pattern signifies persistence and resembles biological cells under a microscope.
Dr. Salk credits his polio vaccine breakthrough to a retreat at Basilica of Saint Francis of Assisi. This pattern mirrors the nave of the upper basilica.
The pine cone represents growth and rebirth, as the limber pine is known to grow even in challenging conditions.

A limber pine tree symbolizes the unwavering pursuit of knowledge.

A repeating circle pattern signifies persistence and resembles biological cells under a microscope.

Dr. Salk credits his polio vaccine breakthrough to a retreat at Basilica of Saint Francis of Assisi. This pattern mirrors the nave of the upper basilica.

The pine cone represents growth and rebirth, as the limber pine is known to grow even in challenging conditions.

With its heart-shaped leaves, the redbud symbolizes Dr. Taussig's advancements in pediatric cardiology.
A series of triangles represent the playful movement Dr. Taussig worked tirelessly to restore for her young patients.
This mortar and pestle represents Dr. Taussig's advocacy for stronger pharmaceutical regulation.
Two hands cupped under the heart convey Dr. Taussig's compassionate, open-hearted approach to care.

With its heart-shaped leaves, the redbud symbolizes Dr. Taussig's advancements in pediatric cardiology.

A series of triangles represent the playful movement Dr. Taussig worked tirelessly to restore for her young patients.

This mortar and pestle represents Dr. Taussig's advocacy for stronger pharmaceutical regulation.

Two hands cupped under the heart convey Dr. Taussig's compassionate, open-hearted approach to care.

The Cypress tree is the house tree that provides shelter and protection to the ecosystems around it.
The feather motifs honor Dr. La Flesche Picotte's connection to the Omaha tribe.
A native star is symbolic of the leadership and guidance Dr. La Flesche Picotte demonstrated throughout her career.
A key represents Dr. La Flesche Picotte's work to provide access to medical care for her community.

The Cypress tree is the house tree that provides shelter and protection to the ecosystems around it.

The feather motifs honor Dr. La Flesche Picotte's connection to the Omaha tribe.

A native star is symbolic of the leadership and guidance Dr. La Flesche Picotte demonstrated throughout her career.

A key represents Dr. La Flesche Picotte's work to provide access to medical care for her community.

The dogwood flower represents growth in the face of adversity.
The medical cross signifies Dr. Williams' leadership in opening Provident Hospital in 1891.
The diagonal lines of the crest symbolize the advances Dr. Williams made in the field of surgery.
A circle represents unity and Dr. Williams' work to desegregate the medical community.

The dogwood flower represents growth in the face of adversity.

The medical cross signifies Dr. Williams' leadership in opening Provident Hospital in 1891.

The diagonal lines of the crest symbolize the advances Dr. Williams made in the field of surgery.

A circle represents unity and Dr. Williams' work to desegregate the medical community.