The Center to Advance Palliative Care, based at Mount Sinai School of Medicine in New York City and underwritten by the Robert Wood Johnson Foundation, seeks to educate medical professionals in responding to the multiple needs of patients at the end of life.

PROBLEM
Launch the educational programs of the Center to Advance Palliative Care.

SOLUTION
Create a package of materials positioning CAPC as a key resource for health care professionals and administrators. PM & Co introduced new imagery and a new color palette. Muted colors and symbols from nature replaced the somber tones usually associated with palliative care.