Feb 11, 2019

A rebrand uplifts and empowers a not-for-profit for growth

For 25 years, the strength of community has been the impetus fueling the work of Community Health Plan of Washington, in supporting Apple Health and Medicare Advantage plan members. Community can lift people up, keep them going, and make them stronger. With GA Creative leading the executive team through a rebrand, embracing the power of community became the driving force behind their brand as well.

With a desire to be bold, real, and meaningful, Community Health Plan of Washington tasked GA with changing the way the organization tells their story. The feeling was that the organization had been too humble in the past, and they were ready to stand up and stand out.

Grounded in a stakeholder survey, we developed a brand strategy that outlined target audience personas, brand attributes and a messaging framework. To put the brand into action, the creative solution uses the recognizable mark from the logo overlaid onto images of real moments, to show how the not-for-profit embraces the communities it serves. Black and white, journalistic-style photography adds a candid feel to moments captured, while using the logo mark in such a prominent way improves recall for the logo and connection to the organization.

With an internal rollout at an annual employee celebration, we wanted to introduce the new brand and get employees excited about it. It was an opportunity to explain how each and every touchpoint delivers on the brand and demonstrate what it means to embody the brand. The black and white theme punctuated the colorful brand mark, and served as a backdrop the internal brand video we wrote and directed to play on the big screen at the event.

The external launch followed on the heels of the internal rollout, as an effort to improve name recognition, shift perceptions and attract new members with brand videos, digital videos, radio, billboards, social videos, direct mail, collateral, and more.

Community Health Plan of Washington branding on office wall.

“GA was a delight to work with, easy and open and so creative with solutions, building consensus with our senior team. They were engaged with our team, listened to our needs and pain points and provided the right solution for us.”
Jan Sheeley, Marketing Strategy and Planning, for Community Health Plan of Washington

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