About
Digital Communication I Market Research
Personal&Professional Digital Portfolio
Enjoy ! & Feel free to reach out.
nwcreatif@gmail.com
About
Digital Communication I Market Research
Personal&Professional Digital Portfolio
Enjoy ! & Feel free to reach out.
nwcreatif@gmail.com
APC:TINPTH
Challenge:
The development of the Alameda Wellness Campus (AWC) presented a unique challenge in the creation of its brand identity. The $70 million hospital, designed to serve the growing aging unhoused population throughout Alameda County, required a thoughtful approach to ensure its brand resonated with the community and stakeholders. The task was to create a brand identity that would effectively communicate the mission and values of AWC. The goal was to build a brand that not only reflected the commitment to care but also addressed the complex needs and sensitivities of its target audience.
Brand Identity Insight Phase:
During the Brand Identity Insight Phase, extensive research was conducted to understand the foundational elements of the Alameda Wellness Campus. This phase involved an in-depth analysis of AWC's values, messaging, target audience, differentiation, geographic location and the history of the lead organizations involved. Key stakeholders, including funders, staff and formerly unhoused patients, provided valuable insights. These inputs were crucial in shaping the brand identity and ensuring it aligned with the project's vision and community needs.
“No Place to Heal” Personal Concept:
The "No Place to Heal" concept is inspired by the harsh reality that people without housing face when trying to recover from medical procedures without access to safe and stable housing. By showcasing hospital beds in homeless encampments, benches and tents, the campaign underscores the impossibility of healing in these conditions. The goal is to evoke a strong emotional response and drive home the need for recovery spaces for the aging population in the county.
Brand Research
Graphic Design
Web Design
Copywriting