Created and presented to Marketing department of New York Presbyterian Hospital in 2008. Enjoy!

2. RE-DESIGNING OUR LOBBIES TO REFLECT OUR VISION FOR THE FUTURE

3. OUR DILEMMA NYP LOBBIES WERE DESIGNED OVER A LONG TIME PERIOD ACROSS TWO CAMPUSES, WITH NO UNIFIED LOOK AS A RESULT PATIENTS & VISITORS COMING INTO OUR HOSPITALS HAVE NO IMMEDIATE WAY TO IDENTIFY THAT THEY ARE AT NEW YORK PRESBYTERIAN AS OPPOSED TO ANOTHER FACILITY LOBBIES ARE AN OPPORTUNITY (THAT WE ARE NOT UTILIZING) TO MAKE A LASTING POSITIVE IMPRESSION ON ALL WHO COME THROUGH WE NEED A CONCEPT THAT IS POWERFUL, UNIVERSAL, TIMELESS, CAN BE EASILY INCORPORATED INTO DIFFERENT BUILDING TYPES, AND FITS INTO OUR OVERALL VISION FOR THE PRESENT & FUTURE

4. RECENTLY, THIS IMAGE OF ASKLEPIUS, GREEK GOD OF HEALING POINTING EASTWARD, WAS BROUGHT INTO MY OFFICE: What might he be pointing toward? Could it be… ?

5. EUREKA MOMENT: Wait, the sun spans our two campuses as it travels across the sky… COULD THE SUN BE THE UNIFYING ELEMENT FOR NYPH …

6. THE SUN EXPLORATORY CONCEPT AS SYMBOL FOR WHO WE ARE AND WHAT WE DO

7. LONGTIME SYMBOL OF POWER, LIFE, AND ENLIGHTENMENT ACROSS ALL CULTURES, THE SUN IS EVER-PRESENT, UNIVERSAL, ETERNAL … … AND EASILY RECOGNIZED AS SUCH BY THE DIVERSE MULTI-CULTURAL COMMUNITY WE SERVE

8. THE SUN IS ALSO AN ONGOING SOURCE FOR HEALING AND RELAXATION … … THAT BEFITS OUR PHILOSOPHY OF RECUPERATIVE AS WELL AS PREVENTIVE CARE

9. FURTHERMORE, IT SPANS EAST TO WEST THROUGHOUT THE DAY … … MUCH LIKE OUR TWO CITY CAMPUSES, WHO BEAR WITNESS TO THE SUN’S MOST DRAMATIC MOMENTS AT SUNRISE AND SUNSET

10. IN TERMS OF GEOMETRY THE SUN IS DYNAMICALLY SYMMETRICAL IN A WAY THAT EASILY LENDS ITSELF TO ARCHITECTURE & INTERIOR DESIGN …

11. CIRCULAR LOBBIES CAN BE UTILIZED FOR THEIR SENSE OF OPENESS AND EASY-TO-FIND CENTRAL RECEPTION AREA AS FOLLOWS… RECEPTION AREA ENTRY/EXIT HALLWAYS ELEVATORS WAITING AREA/RETAIL

12. BUSINESS MODEL

13. RESOURCES Without resources & our supporters we wouldn’t be able to do what we do

14. RESOURCES LEADERSHIP Leadership communicates with our supporters and directs resources where they are most beneficial

15. RESOURCES LEADERSHIP NYP-WC NYP-CU WESTCHESTER MSCHoNY NYP-ALLEN Each of our facilities is a representative of our highest standards to the community it touches & serves

16. RESOURCES LEADERSHIP Our VISION unifies and inspires ALL our efforts NYP-WC NYP-CU WESTCHESTER MSCHoNY NYP-ALLEN VISION THE CORE

17. UNDERLYING MAGIC ALONG WITH THE MANY AFOREMENTIONED ASSOCIATIONS, THE SUN’S SPIRITUAL IMPLICATIONS WILL OFFER A DIRECT AND SUBLIMINAL SENSE OF HOPE TO OUR PATIENTS AND THEIR FAMILIES DURING THEIR TIME OF HARDSHIP THEN OF COURSE, ARE THE FUND-RAISING OPPORTUNITIES …

18. MARKETING & SALES AS RICH AS IT IS WITH METAPHOR, WE WILL BE ABLE TO TIE THE SUN DIRECTLY OR INDIRECTLY, WITH WORDS AND IMAGES, INTO EVERY MESSAGE WE PUT OUT INTO THE COMMUNITY IF DONE WELL, THE PUBLIC WILL LEARN TO ASSOCIATE NYP WITH ALL THE WONDERFUL AFOREMENTIONED QUALITIES OF THE SUN IN RELATION TO HEALING, POWER, ENLIGHTENMENT, BEGINNINGS, AND LIFE AND THIS IS JUST THE BEGINNING … ALL THE CARE WE PROVIDE AND THE WAY WE PROVIDE IT CAN BE COMMUNICATED VIA METAPHOR THAT IS BASED ON THE SUN AND ITS AFFECT ON LIVING THINGS

19. COMPETITION NO OTHER HOSPITAL HAS VENTURED TO EMPLOY ONE POWERFUL SYMBOL TO REPRESENT ITS VISION AND OPERATIONS AS THOROUGHLY AND APPROPRIATELY AS THIS, AND BY DOING IT FIRST WE WILL SHOW THAT WE CAN BE FIRST IN OUR FIELD BY BEING THE FIRST TO TAKE INITIATIVE IN THIS WAY, WE WILL ALSO ESTABLISH OURSELVES AS A GROUND-BREAKING INSTITUTION WITH COURAGE TO REINVENT ITSELF MUCH LIKE NATURE DOES WITH CHANGING TIMES & CONDITIONS … A REPUTATION WHICH WILL GENERATE MUCH PUBLICITY AND SERVE US WELL AS FUTURE TRENDS IN HEALTHCARE SHIFT WITH THE TIMES

20. TEAM THE SUN AS SYMBOL WILL UNIFY ALL FIVE CAMPUSES AND OUR MUTUAL VISION FOR OUR FUTURE: “ LIKE THE SUN’S RAYS WE ARE ALL MESSENGERS OF OUR CORE VALUES EXTENDING OUT INTO THE COMMUNITY, AND LIKE THE SUN’S RAYS WE WILL BRING WARM CARE AND HEALING INTO THE LIVES OF ALL THOSE WHO COME IN CONTACT WITH US”

21. ARE YOU READY? IT IS SAID THAT TO HAVE GREAT IDEAS IS TO BE MISUNDERSTOOD, BUT THERE IS NOTHING TO MISUNDERSTAND ABOUT THE SUN AND HOW WELL IT FITS AN ORGANIZATION DEDICATED TO BRINGING AND SUSTAINING LIFE SUCH AS NYPH DOES HOWEVER WE HAVE TO ACT DECIDEDLY SOONER RATHER THAN LATER BECAUSE IT IS ALSO SAID THAT GREATNESS IS BORN THROUGH BOLD ACTION

22. ARE YOU READY? HOWEVER WE HAVE TO ACT DECIDEDLY SOONER RATHER THAN LATER BECAUSE IT IS ALSO SAID THAT GREATNESS IS BORN THROUGH BOLD ACTION IT IS SAID THAT TO HAVE GREAT IDEAS IS TO BE MISUNDERSTOOD, BUT THERE IS NOTHING TO MISUNDERSTAND ABOUT THE SUN AND HOW WELL IT FITS AN ORGANIZATION DEDICATED TO BRINGING AND SUSTAINING LIFE SUCH AS NYPH DOES