Key Details
- INDUSTRY
- Healthcare
- SERVICES
- Market Research
- Brand Strategy
- Brand Audit
- Naming
- Brand Identity
- Website Design
- Copywriting
- Photography
- Stationery
- Collateral
- Brand Guidelines
- BRAND ROLLOUT
- 2014
The Opportunity
Vista Community Clinic is a key regional healthcare provider with five state-of-the-art clinics that treat nearly 60,000 patients a year. A nonprofit organization with over 40 years of history, VCC approached Ignyte in dire need of a rebrand. The perception among non-patients was that, as a community clinic, VCC offered low-quality, limited health services strictly for low-income and impoverished individuals. Our goal was to shift their brand positioning to reflect the reality: that VCC is an inclusive provider of high-quality, award-winning health services including a wide range of community education, outreach, and advocacy programs. For an organization with as lengthy a heritage as VCC, any rebranding efforts were going to represent a significant shift, with much at stake. They sought to partner with Ignyte for a comprehensive overhaul, including brand strategy, identity, website design, collateral and more. Their goal was to reshape their image to ensure a future in which they could expand their services to new demographics, increase donor funding, and attract top-tier providers so as to better provide health and hope to all members of their community.
Brand Strategy
Our objective was to elevate VCC’s brand in a way that evoked high-quality healthcare and inclusivity, targeting untapped audience segments while being mindful not to alienate VCC’s core demographic of low-income and underserved individuals. Through a process including market and customer research, competitive and internal audits, and brand focus workshops with over a dozen key executives, we were able to craft a new, authentic and unified identity positioned to achieve VCC’s objectives, and roundly approved by its sizeable board of directors. We counseled against a proposed organizational name change, and developed core messaging including vision, mission, and values that redefined perceptions of VCC both internally and externally.
