A Trip Through Time With the Department of Health

How Mad Genius Transformed the Entry Into a Historical Timeline

The Mississippi State Department of Health (MSDH) is responsible for the health of nearly three million people. It’s a big job.

The Ask

The Mississippi State Department of Health (MSDH) came to Mad Genius looking for two things: creative ways to tell their history and a method to transform their building’s entry into a place people want to spend time in. There were some who said we couldn’t fit almost 150 years worth of history into two walls in a 60⅔- by 12-foot hallway. Those people were wrong.

The Work

The timeline went through a process similar to our campaign boards. Our creative team collaborated, argued, and refined their thoughts. Then, the team brought touchstones to accompany their concepts to offer multiple pathways to achieve MSDH’s goals. And just like our campaign boards, those concepts were refined until they checked every box for our client.

Next step: mock-ups.

Our copywriters researched, sifting through 147 years of dusty, old documents and boxes of (probably expired) medicine to find the most significant events and hidden gems worth sharing. They wrote. And then they wrote some more. And then they realized we had written too much. So they edited. And they edited some more. These words were going to be on the wall forever, so they were real sticklers about it.

Once we finalized the copy and the design, we had to find people to work with us to fabricate the installation. For this, Mad Genius partnered with two companies: Hederman Brothers Printing and Frickin' Lazer Beams (FLB). Hederman is a Madison-based printing company, and frequent collaborator with Mad Genius. They were tasked with creating custom vinyl wall-wraps, many of which had to be layered due to the complicated design specifications. For the elaborate 3D elements, FLB, a San Diego, CA-based partner, cut, engraved, shipped, and installed in record time. And, of course, our team was on-site for every step.

The Result

The Mississippi State Department of Health started out as a pretty basic hallway. People walked up it and people walked down it. It was functional—and that was about it. Now it’s a bright, inviting space that demands a slower, more intricate investigatory gait. If you find yourself in the area, swing by to admire the work, and learn a thing or two about history. For example, did you know that former Mississippi state health officer, Dr. Felix J. Underwood, was one of the first people to receive the Lasker Award, which is often considered the medical field's equivalent of the Nobel Prize? You do now. And you’re welcome.

Do you have a space that could use a little love? Maybe a lot of love? Are you thinking that your workspace could benefit from the genius touch? Or, do you just wanna spruce up where you work to make everyone else in the building jealous? We can help. Schedule an appointment with one of our geniuses. We got you.