TAC operates in two contexts that demand different visual registers. We developed a dual-mode brand system: a composed, institutional identity for external communications — partnerships, advocacy, official channels — and a bold, expressive identity for the community itself — events, merch, internal culture. Both share the same foundation, but speak different languages.
Anesthesiologists have a thing for Crocs — and the charms that go with them. We built the visual identity around a system of collectible, badge-like objects that reference this culture. These elements work as icons, patterns, and standalone graphics — functional enough for wayfinding, playful enough for a hoodie. The system scales from LinkedIn posts to conference lanyards without losing its character.
The community-facing identity is built for participation. We created a flexible asset library for events, swag, and member communications — designed to foster belonging without feeling corporate. The goal: make TAC gear something members actually want to wear, not something they got at a conference.
At Metabrand, we help organizations build brands that work across institutional and human registers. For The Anesthesia Collective, that meant creating a system grounded enough for advocacy and warm enough for community — where collective strength meets individual dignity.
