Westcare Pediatrics, NYC

BRANDING DESIGN, BUSINESS CARDS, LOGOS, SALES MATERIALS, SPACE DESIGN

Project: To update Pediatrician’s offices, WestCare Pediatrics, 2 West 86th Street, NY, NY, providing interest for children of all ages.

Art Director, Designer: Andrea Costa
Photographer: Charlene Eisenkraft
Architect: Costa Architecture + Engineering, LLC
Client representative/Architect: Barbara Gottlieb
Client: Dr. Max/WestCare Pediatrics

West Care Pediatrics logo design

LOGO DESIGN

BEFORE

AFTER

Hallway

BEFORE

Waiting room

Toddler Area –BEFORE RENOVATION

AFTER

New Waiting Room

Toddler waiting area of Pediatric office design
Photo application to door to look like a subway door

Located at the hospital’s ground level, we needed to abide by medical facility regulations yet create a friendly and “warm” atmosphere (and every surface is highly washable/scrubbable and accepting of children’s fingerprints). We also needed to create a division for the varying age groups (caregivers with infants, entertainment for toddlers, and privacy for teens) yet create cohesiveness.

This hospital is directly above the West 86th Street subway stop, and our fun and smart client, Dr. Max, recommended that the subway be pursued as a theme to appeal to all ages. We were delighted!

We rebranded the practice: a fresh logo to look like a subway stop, a new lively color scheme, branding guidelines, business cards, appointment cards, and all public-facing office products.

The space stirred curiosity in children. All ages pointed out details from the subway in the “where’s waldo”-style wall. Conversations were piqued about the young girl alone on the subway platform. Children stood beside her and held her hand for their parents to take photos. Older children also studied the photos, artwork, and colorful fish that swam among a fantastical subway system.

Wall in pediatric waiting room showing photos of details from the subway system.
2W86th – PediatricPlan of Graphics Pediatric Office
Rendering of Office Waiting Room
Pediatrician Office Signage
Directions for each door sign, utilizing the subway theme
Patient Room
Custom subway-style different depth chairs, intentionally for different size children
Pediatrician Office - Graphics
Pediatric hallway-retouched

Click to see more architectural work by Costa Architecture & Engineering.

TIME magazine | time.com

BRANDING DESIGN, EVENTS, GREETING CARDS, INVITATIONS, LOGOS, SALES MATERIALS, SPACE DESIGN, WEB DESIGN

As Art Director, I created a consistent look and feel for all marketing materials and events. Responsibilities included creating special advertising sections, designing logos, invitations, event signage, web banner ads, e-blasts, trade and consumer ads, and various sales marketing materials. Also produced advertising materials for major clients, such as Raymond James, Ameriprise, Ebay, IBM, Pfizer, more.

TIME/time.com Art Director 1997 – 2006
Time Inc. News Division Sr. Art Director 2006 – 2009

TIME100 Event collaterol
Healthy Eating Advertorial in TIME magazine
Red Hot Mailer for TIME 100
Brains Behind Beauty Panel Discussion Logo
TIME Style & Design Media Kit
Inventors Advertorial Cover Design Prototype
Inventors Advertorial Prototype
Mistletoe Greeting Card
Visions 21 time.com web design
Xerox Event Invitation via evite
Women's Health Special Section of TIME
TIME Graphic – Book Cover Design
TIME Media Kit Design
Information Security Graphic
TIME Summit on National Service and Civic Engagement
TIME Summit on National Service and Civic Engagement – Final
Sharp Aquos Ad eblast
TIME magazine cover wrap
Xerox evite

The New York Times

BRANDING DESIGN, SALES MATERIALS

Promotional Art Director for the Times on a variety of projects including:  Rebranding campaign “Expect the World”, logo designs, special advertising sections, brochures, media kits and advertising concepts to pitch to gain advertisers.

Promotions Art Director 1993 – 1997 (full-time, inhouse freelance), Freelance Projects 1997 – 1999

Please click on a project for the explanation in the caption.

NYT auto showcase sell sheet
NYTimes Brochure promo for the NYT Travel Section
NYTimes Arts & Leisure Brochure
NYT Wine Sell Sheet
NYT Influential Leaders Report
NYT Travel LOGO design
NYT announcement promoting hits from their website to advertisers
NYT Florida brochure
NYT Sports Ad for NYTimes

FIT Textile Development and Marketing Department

BRANDING DESIGN, LOGOS, SALES MATERIALS, SPACE DESIGN

eHealth logo
eHealth logo

Fashion Institute of Technology – Textile Development and Marketing Department  

I designed this logo for the Textile Development & Marketing Department, to work within the context of the FIT brand (consistent with the font, look and feel of the College, cohering with the branding guidelines).

Space solutions: The request was to liven up the main lobby and interiors, without a budget. As a solution, we saw the empty glass cases across from the elevators (filled old announcements) as a wonderful opportunity. With some cleaning and approvals, these posters added contrast to the neutral walls, and students and professors helped by having them printed in-house. There were other 3-D cases and students’ art was displayed within them, livening up the hallways.

For 12 years, I served as an Industry Advisor at FIT in the TDM department.

See a brief video summary of the TDM Denim project.

Industry Advisor for 12 years.

Andrea Costa speaking to students at the NYC Fashion Institute of Technology
TDM Poster shows great careers for graduates
Poster highlighting the excellent opportunities TDM graduates receive
Posters designed for the cases in the main lobby at FIT
FIT Entry Hall

eHealth – Digital Health

BRANDING DESIGN, EVENTS, LOGOS, SALES MATERIALS, SOCIAL MEDIA, SPACE DESIGN

eHealth Logo

eHealth logo
Egyptian Cotton Label
NYeC Banners – Signage | Space design

NYeHealth & The Digital Health Conference

The eHealth symbol was for the Digital Health Conferences and galas. eHealth was a new concept, with the start of electronic health records, and we were educating Providers to encourage adoption. This symbol was used throughout programs, website, the events and the award I designed. This award was to look like a crystal ball, as those who had adopted electronic medical records were helping us look into the future of healthcare.

I was an employee of Public Health Solutions, working on the very first Digital Health Conference, as Marketing and Creative Services Director at NYeC. Our mission was to encourage eHealth adoption by Providers, we held many educational sessions. All event’s design and promotions were part of my responsibility.

I worked with Laia Cabrera & Co. and Caroline Dworin for this event opener. The night before was a late-night party. The next morning was the start of the event. We started with the lights out, large screen video with surround sound for a bit of eye-opening drama (sound on).

Web page of the Digital Health conference design

SocialCode

BRANDING DESIGN, BUSINESS CARDS, GREETING CARDS, LOGOS, SALES MATERIALS, WEB DESIGN

SocialCode LOGO and Branding Design
SocialCode Logo Design
SPACE DESIGN
SocialCode Signage

WINNER – GRAPHIC DESIGN USA AWARD and Design One Award

Manager of Creative (full-time)
SocialCode, a Strategic Preferred Marketing Developer for Facebook and Twitter 

The first priority was rebranding and the creation of sales materials.

SocialCode’s previous logo symbolized tweets, which is was not representative of their purpose or value. Their business creates connections and loyalty between brands and their customers through SaaS, their new proprietary software and specialized analytics in paid advertising across social media platforms.

After designing the new logo and creating the branding guidelines, new sales tools were created, sales presentation templates, all new collateral, and signage.  Our presentations with an expanded excellent sales staff succeeded in acquiring multi-million dollar advertiser contracts from clients such as Samsung, Disney, Toshiba, and many Fortune 100 clients.

During my 16 months SocialCode, the staff grew from 33 people to over 125, requiring 2 new offices. I designed the new signage, and worked with the architectural firm, providing detailed selections such as paint colors, wall treatments (including chalkboard and screen walls for the conference rooms), and logo icon appliques for glass walls.

 

SocialCode Holiday card