Designing community support.

 

Design
Be True develops the brand identity and tagline for a new center with a unique focus on immigrants and refugees and the social determinants of health.

Background
There’s an increasing need for more effective and efficient ways of supporting community members particularly those who are immigrants and refugees. Tasked with navigating a sea of governmental and regulatory policies and protocols it’s no wonder why it’s so hard to gain access to services. This becomes even more challenging if you consider many suffer from psychological trauma from war, poverty and violence experienced in their home countries. The Center for Intercultural Wellness has identified the problem and is working hard to build a comprehensive program that will offer life skills, wellness programs and help immigrants acquire facilitative and communicative skills necessary to gain access to health and social service systems.

The Challenge
There were some unique project dynamics at play with having multiple stakeholders meet and discuss how and what a visual identity should say about the center and the programs it will offer. Discussions were just as much about the content and the way forward for a growing organization as they were about the proper personality for a new brand voice and responsible imagery. We talked about avoiding stars (militaristic) and nationalistic colors representative of any specific country. The strategy had to utilize a simple design approach and resonate with the local immigrant population. We thought it needed to be polished enough to be official, yet friendly enough to be inviting.

Solution
The original development involved exploring a suture graphic in upper case initials that could be used as an acronym. Although initially impressive, it just didn’t have the legs we were looking for. During more exploration the brand mark evolution began to unfold, taking on a life of its own when the combination of comforting hands and a flower motif came together. We then worked really hard to get the brand mark and tagline down to its most simplified essence. Consequently, It was then carefully set with the name in a asymmetrical composition with flush left type in bold and regular weights. The color palette was chosen for its healing and soothing combination with a nod to nature experiences (water/trees). Halfway through writing the creative copy, it was clear that the tagline needed to be a community effort. The end result was a bridge between what we wrote and the finalized version written together on the spot with the board of directors present. Completing the brand Identity system positions them as an advocacy group for intercultural healing and growth.

Tagline: Community Inspiration – A Place for Healing, Connecting and Growth.  

Sanders Anderson, art director, designer, asst. writer
Barbara Fanning, writer

 

 

 
 

Sample Brandvoice

The Center of Intercultural Wellness is unique, and it’s essential that we convey this through all visual and verbal communications. The word brandvoice is used to describe how the brand should sound..

HEALING. 
GROWTH. 
ADVOCACY.

FRIENDS. 
CONNECTIONS.
COMMUNITY. 

EVERY HOME. 
EVERY FAMILY. 
EVERY CHILD.

 

Macro solution for a micro-school.

 

Design
Be True develops a full brand identity for Peace Valley School in Dayton, Oregon.

Background
A broad definition of micro-schools is that they are fewer than 150 students and it is not uncommon to have fewer than 30. Peace Valley will have 12. The micro model allows a school to meet all the curricular college bound student needs without the excess burdens or limitations of traditional education programs. The model was developed with the intention to multiply. This means Peace Valley School will be documenting their process very carefully so the model can be used to build other non-profit, private, micro-schools based on community and quality education. Peace Valley School is one school, on one farm and hopes to inspire a small educational revolution nurturing integrated learning and self directed studies.

The Challenge
The challenge was to create a fully integrated identity program that would be strong enough and meaningful enough to launch the school, while including reliable style guidelines allowing the program to grow and scale over a longer period of time. The brand had to speak to potential students but equally address community members and potential investors. It was also necessary to differentiate from other schools in the area by paying special attention to attitude and tone of voice.

Solution
Working with the founder, Molly Lord-Garrettson and the PVS Board of Directors, Be True led strategy sessions that further crystalized the idea of developing the whole human by building self sufficiency and facilitating conscious choices. After completing guided strategy modules, a strong positioning emerged: 

Peace Valley Community School provides an interest based education experience focused on graduating engaged, complete members of the community and the world. 

The final solution focused on the idea of transformation driven by a butterfly motif and was complemented with color palettes, style-scapes (design guideline formats), social media graphics and accompanying font choices. We decided the name of the school and the tagline could work interchangeably with the primary identity mark.

Tagline: Make Education Real.

Sanders Anderson, art director, designer
Barbara Fanning, writer

 

 

Sample Brandvoice

Peace Valley School is unique, and it’s essential that we convey this through all visual and verbal communications. The word brandvoice is used to describe how the brand should sound.

LEARN TOGETHER.
WORK TOGETHER.

WHOLE BODY.
WHOLE EDUCATION.

REAL WORLD LEARNING.

 

Branding a Seminal Healthcare Program

Design
Be True develops and designs a co-branded campaign from the ground up for a new pilot health program. Partnering with The Kaiser Center for Health Research team, initial objectives and challenges quickly turned a design and positioning assignment into a monumental 6-month collaboration that included developing every dimension of the brand.

Background
The PROMPT program was a national multi region pilot initiative by The Kaiser Permanente Center for Heath Research aimed at helping high-risk patients with existing diabetes or atherosclerotic cardiovascular disease. These patients were routinely taking Statins, Angiotensin converting enzyme inhibitors (ACEIs) and Angiotensin receptor blockers (ARBs). The program had 4 main ways of reaching out to patients via welcome letters and brochures, adherence materials, outreach calls and website information portals.

Challenge
The objective was to attach a friendly personality to a new program and design materials that would facilitate improved medication adherence (taking medication as directed) and cardio vascular therapies with target patients. The brand personality desired was one of friendly expertise that could educate, assist, and supplement existing models for patient outreach. The brand had to feel unique and special enough to set itself apart, but had to fall under strict Kaiser brand guidelines that included color and font choices.

Health-and-Wellness-Branding-Portland-Oregon-Kaiser-Center-For-Health-Research-Brand-Identity-Applications

Solution
It wasn't easy conceptualizing and developing the branding effort for this important and influential health program. We developed a conceptual framework around two themes. The first was a healthy heart. The second was denoting a ringing phone call. Each alone only went so far, but weaving the two together became a framework around which a full brand identity could be built and expanded upon. The deliverables of the program involved branding and designing all key features of the PROMPT program:

  • Brand Identity and integrated copywriting (What's Prompt? Prompt is "positive attribute")
  • Automated refill reminder forms to supplement live outreach calls
  • Branded mailed reminder letters to patients if refill is >60 days overdue
  • Branded Bi-monthly educational mailing collateral
  • Welcome letters, health FAQs and educational heart reports
  • Designed introductory program brochures
  • Designed user interface design framework for online access

Some Program Samples
Welcome Letter
Intro Brochure
Heart Report
Health FAQ Booklet

The program was tested by The Center for Health Research at Kaiser Permanente in three of its regions (NW, HI, and GA). This was conducted as a pragmatic clinical trial (PATIENT study) funded by the Agency for Healthcare Research and Quality.

Tagline: What is Prompt? Prompt is Heart Health.

Sanders Anderson, art director, designer, writer