One Medical at Madison Square Garden

The challenge: One Medical — a primary care doctor’s office on a mission to transform the healthcare experience — was given the opportunity to seize Madison Square Garden’s massive exterior LED screens to introduce its brand mission to thousands of New Yorkers. Despite being one of One Medical’s most mature markets, research shows that only 1 in 4 New Yorkers know who One Medical is. With only a fraction of a second to capture their attention, how might we arrest the eyes of commuters in a meaningful and memorable way?

The solution: After weeks of brainstorming, testing, and iterating, we leaned into clean, nearly sculptural visuals and bold value propositions to define One Medical’s offerings. This approach showcased how its unique patient experience sets it apart from other doctors’ offices. With richly saturated colors, bold type, and striking photography, we asserted the One Medical brand as a vibrant stand-out among its surrounding cold, metal landscape — mimicking exactly the One Medical difference: warm, human-centered care.

LED screens