Oregon Health Leadership Council
Oregon Health Leadership Council (OHLC) is a uniquely neutral table where healthcare leaders from across the sector meet to improve care, lower costs, and solve workforce issues. They came to us to find ways to intensify their impact.OHLC faced the challenge of presenting a more cohesive and warmer image that would resonate with a wide range of healthcare leaders and beyond.
They needed a new way to tell their complex and compelling story to show how much change they’d already effected, and all of the possibility of the future. With a vision of equitable, sustainable, and accessible healthcare, OHLC needed a brand that could unify its diverse audiences and communicate its mission effectively.
We conducted one-on-one interviews and group workshops with OHLC's various audiences to explore the organizations audiences, goals, and challenges. We then developed a strategic brand framework that encompassed audience definition and segmentation, a clear brand position, and revised mission and vision statements.
A crucial element of OHLC's brand strategy is their voice. What are the roles they play in the world, and how do those drive the way they speak to specific audiences? They needed enough flexibility within a strong framework to embody their powerful brand. These brand personality traits also helped shape the visual identity in the design process.
The Connector
OHLC's approachability and community orientation and its ability to build harmony.
The Pathfinder
OHLC's dynamism and vigorous work in illuminating a way forward.
The Steward
This speaks to the organization's sense of responsibility, thoughtfulness, and diligence.
OHLC’s visual brand needed to embody the organization’s values of trust, collaboration, and innovation. Our team developed a modern and professional visual identity that included a distinctive logo, a thoughtfully curated color palette, and clean, legible typography. The color palette, featuring deep blues and greens, symbolizes stability and growth, while complementary shades of orange and teal add a touch of vibrancy and approachability. We also designed custom patterns that visually represent OHLC’s commitment to connectivity and collaboration.
Additionally, the iconography was crafted to be both functional and symbolic, representing key areas of focus and initiatives in a clear and engaging manner. These visual elements work together harmoniously to create a cohesive and compelling brand identity that resonates with OHLC’s diverse audiences.
A brand is nothing if it doesn’t live in the real world. OHLC is always out there speaking to the sector in Oregon and telling their story around the country. We developed designs for a variety of applications, including print and digital reports, slide deck templates, Zoom backgrounds, and of course, letterhead and business cards.
Our templated files were extremely flexible, designed in Microsoft World and Powerpoint in their brand fonts to be easily edited by non-designers. The powerpoint template alone featured over 50 templated slides in several color themes.
Many organizations such as OHLC do big work and have small communications teams trying to spread the word. We developed a content pillar framework so they could focus their energies. We also developed a fully custom Canva template library, so making beautiful, on-brand social media assets is a breeze. With various colorways and content elements, nothing ever has to look canned or tossed-off. We built a reference guide for how to use the Canva system to maintain continuity and institutional knowledge.
OHLC’s story is complex, and we had an opportunity to create a singular asset that leadership can use to reintroduce themselves to the world and communicate their purpose and value. We wrote a script, made storyboards, shot, and edited an explainer video that elegantly and beautifully tells their audiences what they need to know to want to know more. The video featured interviews with council members and staff, as well as motion graphics sequences to help illustrate their story. Watch the video below.
OHLC’s website was out of date and was difficult to update. We created a new site for OHLC built on WordPress using modular components. The site is dynamic, user-friendly, and has an intuitive structure that allows users to easily find what they’re looking for. The site’s clean aesthetic effectively communicates OHLC’s impact and fosters stronger connections with their audience. And OHLC’s internal team now has a tool that is easy to update. They can create new content and new pages. As the organization changes over time, the site will remain relevant. As initiatives sunset and new ones are added, they can easily add stories and resources.
