Sarasota Memorial Hospital

Donors don't fund buildings. They fund what happens inside them.

Sarasota Memorial Hospital was raising money for three major additions — the SMH Cancer Institute, the Cancer Pavilion, and the Rehabilitation Pavilion. A conventional exterior rendering would have shown a handsome building. It wouldn't have shown a treatment bay, an infusion suite, or a therapy gym, which is what a donor is actually giving toward.

SMH engaged VIZ specifically for cutaway renderings — a single comprehensive view that holds the exterior and the interior together at once. One image that shows the building in its campus context and, in the same frame, the care happening floor by floor inside it.

Healthcare interiors are unforgiving to render. Imaging equipment, treatment systems, therapy apparatus, and clinical casework all have specific, recognizable forms, and the physicians and administrators reviewing the work know them intimately. We modeled the equipment to match, because in a room full of clinicians a generic machine undermines everything else in the frame.

The result gave the foundation a fundraising asset that works the way a capital campaign needs it to: prospective donors see the whole gift at once — the building they're helping build and the treatment it makes possible.