To increase awareness and drive donations, the campaign for the Ronald McDonald House of Chapel Hill abandoned stereotypical “get well” imagery and examined the reality of families with seriously ill children. The experience isn’t all grief; it’s ups and downs, joys and sadness and the RMH work reflects this duality of emotions.Through striking, alternating images and straightforward copy, the work shows the balance in the house. Similar visual shapes become the common ground that brings together sterile medical truth with emotional joy.

The initial request from the RMH was for an annual report, which eventually became the brochure. The project broadened into a fully integrated campaign. The idea of duality, which formed the backbone of the brochure, extended into the website, posters, video, identity package and web banners organically.