Healthcare often has challenging and sometimes negative implications to many people. We needed a brand that didn't feel like a stereotypical healthcare brand...that felt warmer and more inviting.
The asterisk in our simple wordmark, inspired by the Star of Life, emphasizes the word "care," indicating its many meanings to our audience and invites them to share what matters to them.
Bright colors, approachable type, duotone images and playful patterns combine to create a brand that welcomes you into the conversation.
From our research, we determined that social media would need to play a major role in reaching low-income and rural communities, the majority of whom are smartphone-dependent internet users. So, developing creative content that could be adapted for different channels was a key component of this campaign.