Senior Brand + Creative Director
Creative Challenge:
Health Resources in Action is a non-profit public health organization dedicated to addressing the intricate challenges surrounding access and equity within our health and social systems.
Despite extraordinary impact over more than six decades, the organization had yet to cultivate a distinct and purposeful identity rooted in their values. Their brand reputation among audiences was strong, but their visual identity included an outdated, generic logo, and no clear narrative about the extraordinary national impact they had.
Further, their visual identity had evolved into a network of brands, sub-brands, and programmatic identities that lacked order, consistency or deliberate connection.
Creative Solution:
Through months of strategic research and analysis, competitive differentiation, audience and architecture mapping, brand differentiation exercises, and collaborative workshops with the exceptional team at Health Resources in Action, we constructed a strategic foundation that set the stage for a strategic brand narrative, tone of voice guide, and visual identity. In order to fully capture the holistic way they solve some of society’s greatest health and wellness challenges and inequities.
The resulting central purpose (and, eventual tagline) Health Belongs to Everyone became an emotionally engaging way to clearly communicate the “why” behind their brand.
Project Team:
Brand Creative Director, Copywriter + Strategy Lead: Elizabeth Bawol
Senior Project Manager: Lola Jacobs
Associate Creative Director: Alayna Citrin
Senior Designer: Grace Abe
Designer: Sebastian Arredando
Designer / Animator: Hyewon Lee
Feature photo by Sai De Silva