Emergency Medicine Associates (EMA) is a physician-owned practice that is the largest provider of Emergency Medicine services to hospitals in Maryland, Virginia, West Virginia and the District of Columbia. In order for EMA to recruit the best young physicians to join the practice, leadership revised the qualifications for new members to achieve “Income Partner” status by shortening the waiting period for eligibility to participate in profits. EMA asked Channel Communications to develop a new brochure that would convey to young physicians the benefits of this new program. A graphic style and message approach was developed that would be transferable to other projects. It featured statements from current EMA members about the benefits of becoming and Income Partner. Photography of these members showed them to be professional but outgoing and enthusiastic about their careers with EMA. The 2013 recruiting season was a great success and other assignments are in the works.