WHITEFOORD

How Rebranding Helped this Atlanta Healthcare Provider Better Serve Their Community

We partnered with a local nonprofit for this healthcare branding project. Whitefoord is a community-based and driven Federally Qualified Health Center in Atlanta Georgia. The organization is dedicated to providing accessible, quality health care through school-based health centers and in community settings.

The organization was founded in 1995 by Dr. George W. Brumley and his former student Dr. Veda Johnson to address the health and educational needs of the children and families in their community. In the twenty-five years since its establishment, Whitefoord has grown into a robust nonprofit organization that serves more than 2500 families in Southeast Atlanta.

Challenge

Whitefoord came to us with a very outdated and unbefitting logo. The team expressed concern that the old logo was confusing and misleading to the organization’s audience–people didn’t know what Whitefoord offered and why. Its brand colors seemed to appear political with the red and the blue side by side.

They wanted to invest in a new brand look and feel to increase patient numbers and facilitate organizational growth. This would be the first rebrand in years and the first time the organization would invest in the strategy necessary to create a brand that would reach its goals and attract its audience.

The main challenge we faced with this nonprofit healthcare rebrand was that, because of the organization’s mission to serve its entire community, their new logo needed to appeal to the wide variety of residents now living in the Edgewood community of Atlanta. With the rapid gentrification of Edgewood—Whitefoord’s home of 23 years–bringing in high-income residents to a traditionally low-income neighborhood, our task was to visually demonstrate Whitefoord’s commitment to serving its neighbors, especially the low-income residents reliant upon its services.

Solution

To help Whitefoord, we worked to create a look and feel that is professional, trustworthy, and modern enough to appeal to its diverse community. The brand needed to emphasize the brand values of health and wellness, early education, the wellbeing of children, diversity and inclusion, and community equity. We developed a brand look that helped highlight the high-value and high-quality healthcare and education the organization provides its community members.

To accomplish Whitefoord’s rebrand, we started by taking inspiration from the essence of their old logo and then modernized it to appeal to the target audience. The old logo included the depiction of two children in its design; we redesigned and restructured this concept— while maintaining the abstract depiction of two people—with the more direct illustration of the iconic medical cross symbol. We communicated the theme of community by interlocking the design at the center.

Our solution is inclusive, professional, reliable, and friendly.