UChicago Medicine is Illinois’ number one ranked academic medical center. The brief wasn’t to make them sound good. They already sound good. The brief was to make the right people feel something specific at the right moment. Oncologists at ASCO who needed a partner, not a pitch. Patients living with nerve pain who’d been told to wait it out. People who’d been through therapy and felt stuck. Each service line had its own truth and its own person sitting on the other side of the screen.