PJA Positions Sciences Group Online, Offline

BOSTON Independent agency PJA is helping to position Informs (the Institute for Operations Research and the Management Sciences) through a Web effort and an executive guide targeting senior technology and scientific decision makers.

The shop in Cambridge, Mass., is tasked with helping the 10,000-member, Baltimore-based professional association devise new ways to build awareness of OR/MS (operations research/management sciences) as a rewarding career choice and to increase its profile in the business, government, military and healthcare sectors.

OR/MS professionals use mathematics and other quantitative methods to improve decision making in the business world. PJA’s work avoids jargon as it couches OR/MS in accessible terms, using readily recognizable visuals (an auto assembly line, a warehouse, an airline cabin) and clean, easy-to-navigate site design to underscore its message. Web and print text position operations research as “The Science of Better.”

Chris Fame served as creative director, with Matt Magee crafting copy and Doug Parrish handling art direction. Doug Reynolds oversaw digital design. PJA has worked for the client since early 2003.