Our rebranding of this vital community health resource has supported its growth and expansion.
The Situation
Burgess was engaged to create a new brand identity for Portland Community Health Center (PCHC), a nonprofit providing comprehensive healthcare for patients of all ages, regardless of income or insurance status. In late 2015, PCHC identified a need to update their identity and rudimentary website to reflect the high quality of their care and expanded reach beyond Portland—all within a very short timeframe to support the launch of a new South Portland location in May, 2016.
Our Strategy
- After researching similar organizations and meeting with the GPH team, we presented a variety of new names, logos, and taglines, culminating in Greater Portland Health/ “Caring for the Whole Community.”
- For the new clinic opening, we created a striking graphic style for a substantial mailing piece to stakeholders announcing the new identity and new office. To gain press coverage, we drafted a press release and coordinated a ribbon-cutting ceremony.
- We designed and produced printed pieces on an extremely tight schedule, including an announcement of the new name, an overview brochure and a Patient Handbook.
- Using BRANCH, a Maine-based content management system, we build a responsive and updated website on which GPH can easily make content updates and expand the site to meet their future needs. The initial pages were developed and made live very quickly, allowing breathing space to flesh out other pages in more detail over the subsequent months.
Results
The new name and tagline, Greater Portland Health/Caring for the Whole Community, were judged by virtually all stakeholders to concisely and memorably represent the client’s services, geography and mission.
The South Portland office Grand Opening was well attended, and traffic to the new website increased by 64% within the first two months after launch.
The client judged the rebranding a major turning point, positioning the organization well for future growth. Patient counts have now risen across GPH’s five offices to more than 11,000 today.