TMC Brand

Texas Medical Center (TMC)

Simply put, Texas Medical Center (TMC) is massive. It comprises 54 renowned member institutions to create the largest medical complex in the world. Since 1945, TMC has pioneered hundreds of medical innovations that once bordered the impossible. Today, many of these advancements continue to change people’s lives.


The Challenge

TMC wanted to build a new reputation, one of innovation and cross-institutional collaboration. Together, TMC and Amuse set out to position the organization as the world’s leader in patient care, research, health policy, genomics, innovation, bio-technology, bio-medical, clinical sciences, and education.

Strategy & Implementation

We decided on a complete brand overhaul – including a new identity, voice, and vision – to inspire and educate employees, patients, and visitors the world over. TMC envelops many sub-entities, so we executed a comprehensive approach that would convey the hierarchy of institutions while visually unifying them all together.


The subtle patterning in the logo’s vertical line alludes to the color mapping of DNA chromosomes. To trained medical professionals, this conveys a sophisticated understanding of the sciences while staying pleasing to the pedestrian eye. “TMC” clearly denotes the Texas Medical Center as the umbrella institution, and the content following the pipe designates the particular entity. This allowed an entire suite of sub-brands, also designed by Amuse, to bolster the TMC brand mast.

Typography & Color

Utilizing innovative, timeless, modern typography, and employing use of blue tones as brand colors allowed for the creation of a fashionably modern, smart, and elegant logo that is unmistakably TMC. 


TMC is a world-class life sciences destination, but its website and communications were outdated. With five different websites employing varying logos and messaging, their brand was being diluted. We worked closely with TMC to create a beautiful, user-first experience across all platforms. With more than 13,000 lines of code skinned with a new brand identity, Amuse consolidated five separate websites and migrated 210 pages into one centralized experience.


In addition to revamping the TMC online presence, Amuse also created a suite of coordinating stationery to extend their new corporate identity beyond just the digital experience. The suite includes business cards featuring the new logo and a series of brochures that map parking lots, outline shuttle routes, and provide contractor parking information.


  • 26%

    increase in organic traffic

  • 57%

    increase in mobile traffic

  • 63%

    increase in repeat visits

  • 24%

    increase in multipage engagement