Destination Medical Center
Destination Medical Center (DMC) is an economic initiative to position Rochester, Minnesota as the world’s premier destination for health and wellness. DMC realized a brand refresh—along with brand development of six subdistricts—were key components to make this initiative a reality. The subdistrict branding needed to communicate each subdistrict's unique personality, and required flexibility as only two of the six subdistricts (Heart of the City and Discovery Square) were developed enough for branding purposes.
Deliverables included DMC brand refresh and subdistrict brand development
including wayfinding and environmental.
One of the key updates of the brand refresh included replacing the flower icon within the DMC location pin. The new spokes graphic is visually similar to the original icon—providing some brand consistency—but more modern and representative of the six subdistricts. The modular spokes graphic also established a flexible design system that could be used to represent the unique personalities and functions of the developing subdistricts.
'Advancing the art' messaging greeted surgeons at the airport and directed them to the Medtronic booth at the conference.
Heart of the City created the true center and pulse of downtown Rochester. Activities, people, and culture breathe life into the subdistrict and bring patrons together to connect and celebrate. It’s not just about hospitality, it’s the center of the vibrant community.
World-renowned physicians, educators, researchers, and businesses come to Rochester to connect at Discovery Square. It is the future of life science and technology innovation, designed to support agile startups and large corporations alike. It is a place to collaborate, inspire, and discover.
