REAL Physicians Foundation is a non-profit organization that was originally founded in 2017 by a group of dermatologists all of whom were committed to protecting excellence in medical care. REAL’s mission is to enhance the education of both its members & the public regarding the training & qualifications of its member physicians while simultaneously protecting the health of patients. REAL is an acronym for Residency, Educated, Accredited, & Licensed.
Smashed Media teamed up with REAL to help them build a stronger brand identity that was simple yet captivating. Our goal was to create a brand architecture that fully encompassed the core values of REAL & to make the brand consistent & recognizable across all channels. REAL’s brand mark is meant to be simple, effective & versatile. Smashed Media was able to accomplish these goals by paying close attention to details such as the typography & color palette. Once REAL’s logo was finalized, we created the Brand Guidelines which highlight the most important elements of the brand’s logo. In order to protect the integrity of the brand, the brand guidelines presented specific examples of how to correctly use the brand’s primary, secondary & tertiary mark.
In addition to the visual system, we worked closely with the Arnold Palmer Apparel team to sharpen their brand voice & formalize a language system that was a natural extension of the brand guidelines. The voice guide we created gives both top-line guidance & tactical examples pulled from real-world executions.
The brand guide gives national partners a central hub for voice & style guidelines, examples & digital assets. It’s comprehensive but concise. The focus is on showing examples rather than merely listing all of the rules. Users can get a quick view at a glance or drill deeper for specifics.