Brand and Collateral

The American Academy of Pediatrics (AAP) is an organization of 60,000+ members dedicated to the health of all children. They represent pediatricians of all specialties including physical, mental, and social health and well-being for infants, children, adolescents, and young adults.

Culture22 was tasked with creating a compelling creative foundation and messaging strategy for American Academy of Pediatrics Membership communication materials, used to recruit new physicians and stay in touch with existing members. American Academy of Pediatrics needed to standardize all of its Membership marketing materials to align with the overall American Academy of Pediatrics brand, as well as the Department of Membership goals and objectives. The new creative brought the Membership brand to life, instilling it with a sense of youthful vitality.



Culture22 created custom illustrations to represent the many facets of a child’s life—health, education, diet, play. These are then woven together to create unique patterns that help mark photography and collateral as part of the American Academy of Pediatrics Membership brand.


In a market filled with medical advertising, Culture22 needed to set American Academy of Pediatrics apart. The use of unique patterns, bright colors, cheerful photography, and distinctive typography gives a unique voice to American Academy of Pediatrics Membership and helps it stand out among the crowd.



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