Healthcare
Morehouse School of Medicine Conference Center
Client
Turner
Project Owner
Morehouse School of Medicine
Location
Atlanta, Georgia
Project Value
$32,250,000
Industry
Healthcare
Account Executive(s)
Joshua Harden, Trey Wilson
Services Provided
Proposal Development |
Renderings & Animations |
Healthcare
Morehouse School of Medicine Conference Center
Client
Turner
Project Owner
Morehouse School of Medicine
Location
Atlanta, Georgia
Project Value
$32,250,000
Industry
Healthcare
Account Executive(s)
Joshua Harden, Trey Wilson
Services Provided
Proposal Development |
Renderings & Animations |
Project Overview
Morehouse School of Medicine undertook a major expansion of its National Center for Primary Care (NCPC) building in Atlanta, Georgia, driven by growing enrollment and expanding program offerings. The project encompassed a 64,700 SF addition that included new pre-function and breakout spaces, three floors of administrative and support offices, a rooftop penthouse, and renovations to the existing Cafe 720 kitchen prep area. A companion scope addressed the demolition of the adjacent Harris Building and the installation of Modular Business Units to keep campus functions running throughout construction. The client engaged PRESWERX to develop renderings, animations, and proposal graphics in support of the competitive Construction Manager at Risk pursuit.
Client Challenges
The pursuit combined two distinct project scopes into a single competitive submission, demanding a visual strategy that held both together clearly and convincingly:
Communicating a two-scope program (new conference center addition and historic building demolition) as one cohesive story for the selection committee
Visualizing a 64,700 SF addition connected to an occupied academic building in a way that conveyed quality, care for the campus environment, and minimal disruption
Differentiating the team in a competitive CMAR selection for a prominent academic medical institution with high expectations for campus stewardship
Preparing a proposal package that addressed complex phasing and active-site logistics in a clear, accessible format
Together, these challenges called for visual materials that could simplify complexity and project deep familiarity with the site and program.
Scope of Work
PRESWERX developed a full suite of pursuit graphics for the client's CMAR submission. High-fidelity architectural renderings depicted the 64,700 SF NCPC addition in context, capturing its connection to the existing building and its relationship to the broader Morehouse campus. Animations brought the construction sequence to life, illustrating how the team planned to manage active campus operations across a phased, occupied-building schedule. Proposal graphics unified the conference center expansion and Harris Building demolition scopes within a single, organized submission document, giving the client's written narrative a clear and consistent visual identity throughout.
PRESWERX Approach
PRESWERX treated this as a visual storytelling challenge rooted in campus context and construction complexity. The goal was to give the selection committee a clear, confident picture of how the client's team would handle a technically demanding, occupied-site program:
Produced renderings calibrated to the Morehouse campus context, showing the addition in direct relationship to the existing NCPC building and surrounding academic environment
Created animations that walked evaluators through the phased construction sequence, making active-site logistics legible and building confidence in the team's planning
Designed proposal graphics that organized both project scopes into a unified narrative structure, reducing complexity for reviewers and reinforcing the client's integrated approach
The result was a submission that positioned the client's team as deeply prepared for the site, the schedule, and the owner's expectations.
Results Delivered
PRESWERX delivered a complete visual package that elevated the client's pursuit materials to the standard expected by a major academic medical institution. Every deliverable was built to communicate expertise, care, and readiness:
Architectural renderings conveyed the scale and design quality of the 64,700 SF addition, giving evaluators a vivid sense of the finished project and the team's command of the campus environment
Animations gave the selection committee a clear, step-by-step view of phased construction in an occupied setting, transforming a logistically complex schedule into an easy-to-follow visual narrative
Proposal graphics unified both project scopes into a polished, cohesive document that supported evaluators and reinforced the client team's organizational clarity
The client entered the Morehouse selection with a pursuit package that matched the quality and ambition of the project itself.
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