The American Academy of Dermatology was founded in 1938. It is the largest, most influential and most representative dermatology group in the United States. With a membership of more than 17,000, it represents virtually all practicing dermatologists in the United States. It also includes a quickly growing number of international dermatologists.

The idea behind the branding device was to show some skin on the models tastefully covered by the logo depicted as a time-worn shield. Thus, the “AAD protects what protects you”.

The new logo, print, airport duratran signs and office collateral were included in the campaign deliverables.