Branding Projects
Creating/updating brands to enhance clarity, support cohesiveness and increase awareness.
MENTAL HEALTH PARTNERS
Issues: Convoluted and outdated colors/fonts/styles used in branded materials, as well as lack of branded materials across organization. Though community members often aware of services, did not associate with brand.
Solutions: Refreshed style guide to solidify colors, fonts and imagery. Purged organization of old fliers and created new collateral suite and website. Began soft messaging campaign to associate brand with services/issues, as well as grassroots distribution of collateral materials across service areas.
MESA
(MOVING TO END SEXUAL ASSAULT)
Issues: Sub-brand of Mental Health Partners had strong community following/name recognition, but bridge back to MHP was weak. Most consumers did not know MESA was part of MHP's umbrella of services.
Solutions: Refresh style guide so colors, fonts and imagery complimented MHP's style guide. Added "A program of Mental Health Partners" to all branded items. Began mirroring digital content on social media/web platforms to support bridge.
MOVING BEYOND TRAUMA:
HEALING MIND, BODY AND SPIRIT
Issues: Sub-brand of Mental Health Partners, this program was operating without an official name (i.e. casually referred to as "The Trauma Center"). Naming was stalled for over a year, thus preventing marketing of program/growth.
Solutions: I lead a team to brainstorm names based on previous ideas and new ones. Facilitated selecting the new name, which provides consistency with sub-brand MHP format (i.e. use of word "Moving"), and creating its own style guide cohesive with rest of MHP style. Began marketing campaign to connect name with services offered.
COMMUNITY INFANT PROGRAM
Issue: Beloved program of Mental Health Partners with outdated collateral and a logo that was 20-years old and not integrated with the MHP logo suite. The program staff wants to keep the same look and feel of the logo.
Solution: Using the original logo as a guide, I facilitated a modern clean-up of the logo to complement the other logos in the organizational suite and clarified the text associated with the logo to better describe the program to the community. I also updated all the collateral.
MYHEALTHRECORD
Issue: Successfully market Family Health Centers of San Diego's new patient portal to meet goal of 80% patient sign-up rate in order for organization to receive $3 million implementation funding grant.
Solutions: Branded patient portal with catchy name & tagline; created suite of materials/training documents to introduce and explain portal to patients; cultivated an easy "hook" for patients to start using portal; launched in-clinic outreach strategy to assist sign-ups. Goal met by deadline.
FAMILY HEALTH CENTERS OF SAN DIEGO
Issues: Organization did not have standard naming conventions for clinics and rapid, new expansion (avg. opening 2 clinics per year) created clinic names that were not cohesive; no structured style guide for colors, fonts or imagery.
Solutions: Adopted a standard naming convention for new clinics and implemented consistent marketing strategy to promote new clinic openings that included synergy between online/print/outreach tactics;  pulled together disparate branding element into a new, cohesive style guide.