Building a Brand for Health Equity and Advocacy

The Challenge

Co-housed at Southern Connecticut State University and the Yale School of Public Health, CARE aims to improve health in New Haven, focusing on communities most affected by disparities. The brand evolution project began with an in-depth discovery phase to understand the organization’s challenges in effectively communicating their mission. With a broad range of programs and partnerships, CARE needed clear, community-friendly messaging that highlighted their essential work.

The Approach

Our work with CARE began by listening closely—to the team, to community partners, and to the people they serve. As an organization grounded in equity, advocacy, and collaboration, it was essential that their brand reflect not just professionalism, but also approachability and heart. We sought to clarify their voice, simplify their messaging, and elevate their visibility, all while honoring the nuance of the work they do. Through workshops and collaborative sessions, we built a strategic foundation that would guide visual and verbal communication moving forward.

Key initiatives included:

Brand Discovery: We conducted a thorough analysis to uncover CARE’s core mission and identify communication challenges.
Brand Evolution: Collaborating closely with the CARE team, we refined both their visual identity and messaging, ensuring clarity and engagement across all materials.
Website Revamp: A redesigned website was created to emphasize CARE’s vital role in enhancing community health, complemented by a comprehensive communication strategy.

The Impact

CARE now has the tools needed to maintain effective communication initiatives and actively engage with their community. The refined brand and messaging have strengthened their ability to build trust, explain complex public health initiatives, and connect with a broad range of audiences—from academic partners to local residents. With a more cohesive and approachable identity, CARE is better equipped to amplify its mission, increase awareness, and inspire collaborative action around health equity in New Haven and beyond.

Words From Our Client

“We have really struggled for many years with implementing a good communications strategy. We’re a really small organization, communication is not necessarily in our wheelhouse and we quickly came to realize that maybe the best solution was to find a consulting firm that could help us. They’ve helped us design our overall strategy, revamp some of our branding, redesign our website, develop multiple types of materials that we need just both for online and out in the community, printed materials, and of course social media. All of the work has really taken a big burden off of our plate in terms of all of our communications needs.“

Alycia Santilli

Director of CARE