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Branding the Child Health Equity Center for Impact
Child Health Equity Center
Branding
Goal
JSR Strategies was engaged to:
- Develop a brand that authentically represents CHEC’s mission, vision, and core values.
- Ensure alignment with UMass Medical School and UMass Memorial Children’s Medical Center brand standards.
- Establish a compelling and professional visual identity that inspires action among key stakeholders and supporters.
- Provide a strong foundation for CHEC’s long-term communication and outreach efforts.
Solution
JSR Strategies executed a meticulous brand development process, including:
- Strategic Brand Positioning: Crafting a messaging framework that reflects CHEC’s dedication to health equity, anti-racism, and systemic change in medical service delivery.
- Visual Identity Development: Designing a brand that aligns with UMass’s institutional aesthetics while maintaining a unique presence for CHEC.
- Stakeholder Engagement: Collaborating closely with CHEC leadership to ensure the brand reflects the organization’s vision and objectives.
Brand Guidelines & Assets: Delivering a comprehensive brand guide with logo usage, color palette, typography, and messaging frameworks for consistent communications.
Problem
The Child Health Equity Center (CHEC) was created to advance child health equity through anti-poverty and anti-racist translational research, leading to actionable shifts in medical service delivery. As a newly established initiative within UMass Medical School and UMass Memorial Children’s Medical Center, CHEC needed a brand identity that aligned with its core values and strategic objectives while seamlessly integrating with the existing UMass brand ecosystem.
CHEC’s brand had to inspire stakeholders, build a strong base of supporters, and communicate its mission effectively as it launched its programs. Given the stringent corporate brand guidelines of its parent institutions, the challenge was to craft a visual and narrative identity that resonated internally and externally without requiring modifications from the organization’s established brand governance.
Brand Identity
Results
By successfully developing a brand that required no revisions from a stringent corporate entity, JSR Strategies demonstrated its expertise in strategic brand alignment. The Child Health Equity Center now has a powerful identity that supports its mission of advancing child health equity, mobilizing stakeholders, and driving systemic change in healthcare delivery.
Alison LeBlanc
Executive Director, Child Health Equity Center