A Graffiti-Proof Mascot

Jack Hammer was “born on the back of a napkin,” as a quick sketch, said Mike Iati, director of marketing at Johns Hopkins Hospital, “and we are pretty fond of him because we gave birth to him, even if he is a big clunky hulk of a guy.”

The “we” is a four-member team that created Jack Hammer, a life-sized sign that helps visitors and patients navigate the construction at Johns Hopkins Medical Campus in Baltimore. When Iati considered a character for the sign, Joan Levy, director of marketing communications, suggested a construction worker. Reed Fulton did the original artwork. Vicki Hartwig developed the message system.

Lost? Look for Jack Hammer. He’s at the top of the stairs by the escalator near the metro; at the corner of the cafeteria; there’s even a mini-Jack on signs in the parking garage. Versatile and friendly Jack, created by combining PDF, AutoCAD, and hand drawings, has to wear well. Construction continues at this location for seven years.

The redevelopment of the hospital complex, called “the most significant hospital construction project in the country,” includes new garages and connected towers on a five-acre-site near the East Baltimore medical campus. The estimated cost is $500 million.

Planning has been extensive. The facilities department built mock operating and patient rooms in the old Maryland Hospital Laundry. The users of these rooms, doctors, nurses, mangers, and staff, visited the mock-ups and added their comments on sheets of white paper hung outside the door.

Once plans are finalized, construction will begin. Sturdy Jack will be there, through it all. “We were going for the outrageous so he would not be mistaken for any other hospital signage,” said Itai. Jack's long-range survival hinges on his graffiti-proof design. His arms are close to his body and can't be broken off. Itai added, Jack Hammer "has no teeth in his smile, so his teeth could not be blacked out.”

(Photo: Jack Hammer beside the escalator from the metro. Photo by L. Sponsler)