Improving Public Health in North Carolina
- Brand Strategy
- Brand Identity
- Web Design
The Challenge
The North Carolina Community Health Workers Association team approached us with the need to clarify their messaging and modernize their marketing strategy so they are seen as the foremost organization that trains and supports Community Health Workers in North Carolina. During the COVID-19 pandemic, their work was vital in communities across the state. However, as the virus subsided, they wanted to ensure that CHWs were still seen as vital health professionals who could provide crucial services beyond the pandemic.
An identity rooted in community health
We developed a contemporary identity that reflects NCCHWA’s commitment to Community Health Workers and their role in North Carolina’s public health system.
A new logo, color palette and typography give the team a consistent visual language. We continue to support their communications strategy and the growth of their statewide network.
Core Messaging
As a part of the brand strategy process, we developed messaging for their vision, mission, taglines, and short and extended versions of problem and solution statements.
Vision
We envision CHWs in North Carolina as valued members of our communities who are deeply embedded in systems.
Mission
We advance the professional pathways of CHWs — ensuring they are valued as frontline public health professionals throughout North Carolina.
Tagline
Advancing Community Health Workers
Problem/Solution (Short Version)
Advancing Community Health Workers. Elevating the health of communities. We advocate for CHWs to be deeply woven into the fabric of our systems as the local solution to public health delivery.
Brand strategy toolkit
- Why Statement
- Core Values
- Brand Voice & Personality
- Program/Service Descriptions
- Positioning
- Target Audience
- Calls To Action
- Brand Narrative
- Elevator Pitch
Visit the NCCHWA website to see much more of this content in context.
Website Overhaul
With a foundation of clarified core messaging and a contemporary visual style guide, we worked with NCCHWA to completely redesign their website from the ground up. We started with a streamlined navigation menu, which served as the basis for creating a story-driven user experience that guides visitors through the process of understanding who the organization is, what they do, who they serve, and how people can get involved.
Multilingual Branding & Website
Knowing that a significant percentage of the NCCHWA community speaks Spanish, we worked with the NCCHWA team to build translation tools into the new website. Our bilingual designer also created a Spanish version of the new NCCHWA logo, allowing their team to truly reach their intended audience.
The Outcome
We worked closely with the NCCHWA team to develop a comprehensive understanding of their certification, training, and advocacy work. This led to a complete overhaul of their core messaging, including clarified mission and vision statements.
Their new core messaging stack served as the foundation for a newly designed logo and the identification of a new color palette and fonts that would help to professionalize their visual identity.
Our team worked with Liminal to build our brand and transform our website. The team was responsive, professional, and enjoyable to work with. The new branding and website align well with our mission, and we have received positive responses from our partners post-launch.
Tania Harper
NCCHWA Operations Manager
Let’s work together
We would love to work together to elevate the important work you are doing.