Project Description

The Client

NYMAC is a network of genetic counselors that serves two groups with very different needs: healthcare professionals and patients. The organization came to Idea Kraft looking for branding and a new website that would speak to both groups. The NYMAC/Idea Kraft partnership was a natural progression from our relationship with their sister organization, the Ferre Institute.

How We Helped

Strategy
Naming
Art Direction
Branding
Web Design
Web Development

The Acronym

The acronym NYMAC stands for New York Mid Atlantic Consortium. Since the organization recently expanded to the Caribbean, we suggested a name change that would reflect all the regions NYMAC serves. We built on the equity they had already established with the acronym NYMAC with the new name: New York Middle Atlantic Caribbean.

The Logo

The former logo only communicated the geographic area served by NYMAC, so we created a visual mark that also communicated their mission– helping a person navigate and obtain genetic information. The hexagon shapes are a playful take on the chemical symbols you’d find in any chemistry textbook, but when you look closer, they also pay homage to NYMAC’s humanistic approach by forming the figure of a person. The final mark lets people know that while NYMAC provides genetic counseling, the organization is not clinical or cold. The bright color palette is welcoming and playfully nods to the turquoise waters of their new Caribbean service region.

Before
After
Brandon Grotesque

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Pantone 7710 C

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We streamlined the user experience to be accessible and approachable to both healthcare professionals and patients. NYMAC had been maintaining a library of resources on the NYS Department of Health Wadsworth Center website, but the organization did not have a website of their own where they could connect and speak to people looking for help in navigating genetic disorders.

BeforeAfter

The new website provides a much more intuitive experience. The simplified user flow reduces overwhelm, enabling users to get help and find the resources they need.

The website built with accessibility prioritized for diverse audiences. We always implement these standards, and this is even more important for those looking to find care.