A women’s cancer treatment center wanted to project a hopeful image.

Gibbons | Peck:

• Created advertisements and a brochure that featured confident, yet feminine, women. Each piece featured a close-up of a mature woman looking eye-to-eye with the reader—creating a connection with the audience.
• Used soft lighting and a floral motif as a design element to juxtapose with the confident, determined expressions of the women featured.
• Developed a campaign that was supported by the positioning line, “Rest assured, there’s Hope,” seating the brand name and reinforcing a key benefit.

Results: The client now has a promotional approach which supports the uniquely feminine, personal, and human positioning of Hope.