American Medical Association
What Doctors Want Patients to Know™

Branding   |   Digital

Health information patients can trust

The American Medical Association (AMA), the nation’s largest association of physicians, created What Doctors Want Patients to Know™ to bring clear, physician-led guidance directly to audiences on YouTube and social media. SJI developed the series logo and animated graphics toolkit, creating a bold, recognizable system designed to flex across topics, episodes, platforms, and formats.

CHALLENGE
As AMA expanded its presence on YouTube and social media, What Doctors Want Patients to Know™ needed an identity that could cut through a crowded field of health content while building upon the trust associated with the AMA brand.

INSIGHT
Medical information carries authority, but effective social content also needs to feel direct, human, and accessible. Our work needed to bridge those qualities—to be grounded in AMA’s established brand while creating space for a more immediate conversation between doctors and patients.

APPROACH
We built the identity around the series’ central idea: doctors speaking directly to patients. A talk bubble became the core graphic device, with AMA iconography integrated into the system to connect the series to the parent brand. From the animated intro to supporting graphics, every element keeps the conversation front and center while being easily adaptable.

THE BRAND SYSTEM
The series logo turns the idea of doctor-to-patient conversation into a simple, recognizable mark. The talk bubble gives it an approachable voice, while AMA’s signature snake icon anchors it to the parent brand and reinforces its medical context.

We extended the concept into a flexible graphics toolkit, including lower thirds and supporting motion elements designed for multiple formats and aspect ratios. The system gives each episode a consistent visual language while allowing content to move naturally between YouTube, TikTok, Instagram, and other digital platforms.

TICKS & LYME DISEASE (1:1)
The system maintains clear legibility over a wide range of footage and imagery.

SUNSCREEN MISTAKES (9:16)
The elements transition easily between physician-led video and supporting content.

HIGH BLOOD PRESSURE (1:1)
Whether it’s paired with a doctor or lifestyle shot, the brand is instantly recognizable.

 

KEEPING THE CONVERSATION GOING
As What Doctors Want Patients to Know™ expands into new topics and platforms, its visual system is designed to expand with it. The toolkit gives AMA a consistent, recognizable framework for bringing physician expertise to patients—wherever the conversation happens next. Watch the series

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