True to You

In the tight-knit community of Missoula, Montanans were looking for reassurance that Providence - a growing West Coast hospital system - still had the back of its small but mighty community hospitals. And so True to You was born - a love letter to the people of the community, the lifeblood of Montana and its unique culture. In concert with a visual technique known as knolling, I developed three character profiles that connected with the constellation of items representing their lifestyle. The tone is down-to-earth and folksy - of the place and people (my design partner for this was a long-time Missoulian) - without sounding insincere.