Healthcare
Full Rebrand
Rebranding a free clinic to rally a whole community
Christ Clinic knew they were “not your typical clinic.” But the first attempt at a rebrand hadn't landed. The one thing everyone agreed on was that line. I came on to build a brand that could hold it.
THE CHALLENGE
The gap between what they were and how they looked
The rebrand was already underway when I came on, but it hadn't gained traction. The first round of work hadn't connected with the client or the team. The one thing that had stuck was a line: "not your typical clinic." Everything else needed to be rebuilt.
Meanwhile, the clinic had real programs waiting in the wings: employer-sponsored memberships, a community network of church-clinics, and pharmacy services. The brand needed to catch up to the ambition. It couldn't attract donors, recruit partners, or give the community something to rally behind as long as it felt dated and generic.
MY ROLE
Giving the mission a backbone
I led the full rebrand working directly with the Executive Director and Board. Positioning, messaging architecture, mission and vision, unique value proposition, elevator pitch, character words, brand archetype, voice guidelines, and a 24-page brand guidelines document that the clinic and its partners now use across every touchpoint.
POSITIONING
"Not your typical clinic."
This line survived the first round for a reason. It was the one thing the client and our team had agreed on. My job was to take it from a line on a page to a brand identity that could hold the claim and prove it. Everything from the character words to the website copy was built to back it up.
GUIDING PRINCIPLE / HERO HEADLINE
Our door is open to all who knock
With the "not your typical clinic" angle established, the tagline needed to match: welcoming without being soft, faith-informed without being exclusionary. "Our door is open to all who knock" threads that needle. It's a plain-language promise to patients that they belong here. For the faith community supporting the clinic, the line’s reference to Matthew 7:7 carries a deeper resonance. But it never asks anyone to know that to feel invited. That balance is the whole brand in one sentence.
THE WORK
A 24-page system built to scale
The brand guidelines document became the single source of truth for everything that followed: a new website, social media presence, donor communications, and partner-facing materials. It gave the clinic a professional, cohesive identity for the first time, and gave every staff member, volunteer, and board member a shared language for talking about who Christ Clinic is.
BRAND FOUNDATION
Seven words that moved the client to tears
The brand guidelines contain seven character words. Six carry actionable guardrails that became the voice system. The seventh, Trustworthy, is the sum of all six: speak fully in character and you are, by definition, trustworthy.When I presented the character words to the Executive Director, she was moved to tears. “I feel so seen.” That reaction confirmed the strategy was right: the words didn’t invent a new personality for the clinic. They named the one that was already there.
From character words to a voice system
The character words became the raw material for a complete voice system. Each word translates into a guardrail: what the brand sounds like, and just as importantly, where it stops.
Humble
We always center the dignity and humanity that connects us all. There’s no need to “lower” ourselves to speak to our patients; we all are beginning on the same level.
Spirited
Whether speaking about our clinical work or getting excited for a fun event, our contagious energy shines through. We show, rather than shout, our passion.
Vital
Our mission is important, and we are proud of that. But the mission is never about us. We are servants as we are leaders.
Fervent
Our passion for our work is palpable and is propelled forward by our faith, but we have a worldliness earned by experience and medical expertise.
Fierce
We speak with the boldness of someone unafraid of who they are. We are confident enough that we allow others to be who they are.
Communal
We are united in our shared journey, but we are not a monolith. The stories we tell celebrate individual Christ Clinic partners and patients.
THE PITCH
We have a calling even higher than ‘Do No Harm’
The pitch was written for two audiences the clinic was actively courting: individual and institutional donors looking to invest in something meaningful, and employers exploring Employer-Sponsored Health programs looking for a credible, community-rooted partner. It had to speak to both without diluting what made Christ Clinic worth talking to in the first place.
WEBSITE
Every page carries copy I wrote
The brand guidelines document became the foundation for the new website at christclinickaty.org. I wrote every page, from the hero line on the homepage to the program descriptions for Total Care and Express Care, to the mission page and donor communications.
The site needed to speak to two very different audiences at once: patients navigating a vulnerable, overwhelming moment in their lives, and donors who want to feel connected to something meaningful and see exactly where their contribution goes.
IMPACT
Built to grow with Christ Clinic
The rebrand gave Christ Clinic the strategic foundation and professional presence to expand confidently into new programs. The website and identity system continue to serve as the clinic's primary tools for donor engagement, patient communication, and community outreach.
Employer-Sponsored Memberships
Launched under the new brand
2535 Church-Clinic Initiative
Transitioned from third-party venture to an initiative of Christ Clinic under the new identity
New Office
Brand fully embraced in new building opened in 2025
