Project Proposal: Morton Labs

Brigham and Womens Hospital, 77 Avenue Louis Pasteur, NRB 160 Boston, MA

Prepared by

Prepared for

Studio 5
Simmons College
300 Fenway, Boston, MA

Morton Labs, Brigham and Womens

Kendall Bauer
Kendall.Bauer@simmons.edu

Rachel Corning
Rachel.Corning@simmons.edu
Liza LaBossiere
Liza.LaBossiere@simmons.edu
Helen Li
Helen.li@simmons.edu

Linda Johnson
Tammy Kammin

Situation Analysis
Morton Lab is the laboratory of Cynthia Casson Morton, PhD, William Lambert
Richardson Professor of Obstetrics, Gynecology and Reproductive Biology and Professor of
Pathology at Harvard Medical School and Director of Cytogenetics at Brigham and Womens
Hospital. The labs overarching area of research is molecular cytogenetics, or the study of
genetic inheritance with the study of cell structure, especially for human chromosome analysis
for the detection of inheritable diseases (dictionary.com). Under that umbrella, Dr. Mortons
research and studies take three unique forms: uterine leiomyomata, hereditary hearing loss and
cytogenetic approaches to gene discovery for developmental disorders.
Finding Genes for Fibroids is the name of the current study being conducted on uterine
leiomyomata at Morton Lab. Uterine leiomyomata are noncancerous pelvic tumors, usually
treated by a hysterectomy or myomectomy. The goals of this study are to define the causes of
fibroids, to develop and test treatment options, and provide current scientific information and
resources to women with fibroids
The hearing research at Morton Lab uses expressed sequences from a human fetal
cochlear library, a cochlear cDNA microarray, and mouse models of human deafness disorders
to identify genes involved with hearing and deafness disorders. The primary goals for the
hearing research are to identify deafness genes, understand the function of various proteins in
the inner ear and investigate gene expression in the normal and hearing impaired ear.
The Developmental Genome Anatomy Project (DGAP) has had National Institutes of
Health (NIH) funding since 1999 through the National Institute of General Medical Sciences
(NIGMS). The main goal of DGAP is to identify apparently balanced chromosomal
rearrangements in patients with multiple congenital anomalies and then to use these
chromosomal rearrangements to map and identify genes that are disrupted or dysregulated in
critical stages of human development.
Morton Lab has requested that the Studio 5 team help them to redesign and generally
improve their website, and update the information on it. Morton Lab has its own website, and
each area of research has its own individual site, for which the links are provided on the Morton
Lab site. While redeveloping those sites is outside the scope of the project, they would like any
thoughts or ideas on tying all four sites together. With the help of the Studio 5 team, Morton Lab
would like to create a central web presence.

Plan
With the information provided after our first meeting, the deliverables for Morton Labs include a
website redesign, revamping of existing web content, and a general communications plan. We
intend to meet with Tammy and Linda on Monday afternoons on a weekly basis to keep them
updated and ensure the satisfaction of the progress of this project.
Website Mockup
Research will be conducted based on Morton Labs existing user audience and its intended
target market. Comparisons will also be made to comparable labs. After the research period,
wireframes will be drawn up and executed based on user flow, ease of navigation, accessibility,
and pleasantness (i.e. an enjoyable user experience). Lastly, mockups will be created using
Adobe photoshop and illustrator. Fonts, images, colors, and other necessary branding materials
will be provided.
Content Revamp
Current content on the Morton website is outdated and out of touch with the general public due
to its technical and scientific nature. The content will undergo an overhaul to make it more
accessible, understandable, and interesting.
Communications Plan
In conjunction with producing new content and redesigning the website, a general
communications plan on how Morton Labs should market themselves to their audiences will
also be developed.
Meetings
Team meetings will take place on Monday evenings to recap and discuss next steps.

Details & Schedule

After our first meeting with Linda and Tammy, it appeared that they were hoping for a full
website redesign, content makeover, as well as a general marketing/communications plan. After
some deliberation, our deliverables will include a communications plan, website mock-ups, and
content copy.
We are currently still in discussion with them and will solidify the deliverables and a timeline
within the next week. They stated that they did not have any pressing deadlines to make. We
currently meet with them on a weekly basis on Monday afternoons.
Oct 4-10:

Finalize discussion on Product details

Oct 11- 18:

Research and develop strategy for website, communications plan, etc.

Oct 19-23:

Present wireframes, sample website mockups, and content ideas for website

Oct 26-Nov 6: Mock up website design and present written content and communications.
Nov 9-13:

Present website design, content, and marketing strategy to clients

Nov 14-23:

Incorporate revisions from client

Nov 24:

Incorporate revisions

Dec 2:

Deliver final project to client/final presentation

Benefits
Morton Labs will receive a communications plan, website redesign mockups, in addition to new
content for the website. With these materials, Morton Labs will continue their ongoing success
as a research facility by having a website that has increased accessibility to the general public
and gain a competitive edge compared to other labs.

Next Steps
Once the proposal is approved, the Studio 5 team will begin working with Morton to delve into
details of content revision, website wireframes, and other details.

Agreement
By approving and signing this proposal, you agree to work with the Studio 5 team members to
accomplish the proposed goals within the agreed upon time frame given the needs of the
project. All the time frames notes are estimates and will be mutually adjusted when necessary
as the project evolves. Studio 5 team members are pleased to have the opportunity to work with
your organization.
In order to defray costs associated with your project, there is a modest fee of $200,
which is due within 30 days after approving this proposal. Please make check payable to Studio
5 and mail to Simmons College, Communications, 300 The Fenway, Boston, MA 02115.

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Team
Kendall Bauer Creative Team

Kendall is a senior at Simmons College pursuing a double major in Marketing

and Communications with a minor in Media Arts. Currently, she is the Marketing
Communications Intern for Simmons College. After graduation she hopes to
blend her business and creative backgrounds to build a meaningful career path.
When she is not in class or working, Kendall enjoys traveling, choreographing
for the Simmons College Dance Company, skiing, and spending time with family
and friends.

Rachel Corning Project Manager

Rachel Corning is a senior at Simmons College pursuing a B.A. in

Communications with a concentration in Media Arts and a minor in Radio. She
previously worked as a communications intern at Brigham and Womens
Hospital and is currently a teaching assistant in the film photography lab.
Rachel rows for the Simmons varsity crew team, loves One Direction, and
hopes to get her skydiving license soon.

Liza LaBossiere Primary Contact

Liza LaBossiere is a senior at Simmons College, pursuing a BA

Communications with a concentration in Media Arts and a minor in Public
Relations and Marketing Communications. LaBossiere has interned with the
Commonwealth Shakespeare Company as their Marketing/PR Intern during
their 20th Anniversary Season production of King Lear. Currently, she is
working part time for JBPR, a small public relations consultant based in
Cambridge, MA. In her spare time, LaBossiere loves singing, cuddling her
puppy during Netflix marathons, or curling up with a good book and a cup of
coffee.

Helen Li Creative Team

Helen Li is a senior at Simmons college pursuing a degree in web design and

development. She is currently a graphic design intern at Draper Labs in
Cambridge, MA and has previous experience working with several New York
startups. After spending a semester in Copenhagen, Denmark she hopes to
work in the field of user experience/interaction design abroad after graduation.
When she is not geeking out over good typography, she enjoys reading
political novels, taking down the patriarchy, and petting dogs.