BC Association of Community Health Centres: a thriving brand-ecosystem for community health support
The BC Association of Community Health Centres (BCACHC) came to us with the seeds of a great brand. The organization had already been working for a few years through the efforts of a dedicated group of volunteers. They were using a make-shift logo and had begun to pilot social media platforms and a website, but they were struggling to communicate with clarity and consistency.
With a new small-scale staff team in place, BCACHC was ready to upgrade their communications. Working with Story Strategist, Rachel Malena-Chan, Arcana set about redesigning the BCACHC brand identity and applying it across a whole ecosystem of applications. BCACHC decided to stick with the concept of their existing logo, but asked us to give it an upgrade, and embed it within a broader brand identity kit.
Services
Branding / Print Design / Website Design / Templates
Partners
Dwell House Communications
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A refreshed brand identity
Organizational communications involves an interconnected web of tactics and tools, and we wanted BCACHC to walk away with a brand strategy that would stand the test of time. We kicked off the process with a brand story session, exploring the associations key audiences, relationships, goals, and motivations. Rachel put together a framework to capture the unique personality of BCACHC, and we created a brand palette and type strategy that reflects their role of a trusted advocate and creative collaborator.
Website design and private members’ portal
With the brand under our belts, we embarked on a two-phase website project: First, a full redesign of the BCACHC website, and second, development of a private members portal. We worked on mapping out the functions and architecture to support these goals, and applied the warm, confident brand visuals developed earlier in the design process. The redesign helped to clarify information for users and organize content according to need, while the portal provides a additional value to paid members by supplying exclusive content and a home for communications.
Today, BCACHC.org is a support hub for CHCs, complete with a members portal with exclusive content, as well as a home for resources and stories that further awareness of the CHC model. It was a pleasure working with this team, and we look forward to building on the next phase of the site!
An actionable brand toolkit
BCACHC took their new brand identity and applied it across their entire communications ecosystem. Arcana provided design for a whole toolkit of brand assets, including a total redesign of the BCACHC website, graphic design for infographics, customized slide deck, letterhead, social media templates, and more! Each of these touchpoints represents an opportunity to tell the BCACHC story.
An actionable brand toolkit
BCACHC took their new brand identity and applied it across their entire communications ecosystem. Arcana provided design for a whole toolkit of brand assets, including a total redesign of the BCACHC website, graphic design for infographics, customized slide deck, letterhead, social media templates, and more! Each of these touchpoints represents an opportunity to tell the BCACHC story.
Get clear about who you are
We often work with clients who are trying to appeal to a wide cross-section of populations – from funders and government agencies to community organizations and everyday people. The challenge of trying to engage everyone at once can often result in extremes:
A bland, lifeless brand that lacks personality
A busy, overly bold brand that lacks focus
BCACHC is an organization that bridges the spheres of community, health, and social systems, and the brand strategy development helped us find the right balance of vibrancy and professionalism. When we started to explore the limitations of their existing brand, we discovered that they were struggling with the latter extreme, trying to use an entire spectrum of bright colours that seemed to compete and overwhelm.
In the end, we settled on a visual style that is flexible enough to use across a number of applications while bringing out a clear, confident personality.
Work with us
As a multi-talented team of strategists, designers, and developers, Arcana is always excited to work with a client that is interested in connecting all of the dots. We love to see a brand identity that is easy-to-use, engaging for target audiences, and grounded in story.
If you’d like to enhance the communications ecosystem at your organization or business, book a consultation today!