United for Health Justice
Community Catalyst
Building the power of people to create a health system rooted in race equity and health justice, and a society where health is a right for all.
A people-powered movement for health justice
Overview
We live in one of the world’s wealthiest countries, yet we have some of the worst health outcomes. Community Catalyst is a national organization dedicated to building the power of people to create a health system rooted in race equity and health justice and a society where health is a right for all. Together with partners, their team of advocates are building a powerful, united movement for a health system accountable to all people.
The Challenge
Community Catalyst had a powerful mission and urgent work to do. Under strong leadership, the organization had outlined strategic priorities and articulated a north star purpose. Their relationships, reputation, expertise and the impact of their advocacy had carried the organization for decades. But, they had a disjointed visual identity and series of sub-brands in the world without a clear brand architecture. Their logo was outdated and didn’t communicate a vision or purpose. The brand voice was inconsistent and sometimes incoherent to critical audiences. Audiences weren’t fully understood, and there was no brand or color system to convey meaning or value. In short, they needed a clear and consistent brand story that demonstrated their core values and purpose.
The Solution
Wide Eye began with a comprehensive, collaborative, employee-led journey to articulate the Community Catalyst brand story. Through immersive listening and collaborative workshops, a clear brand personality, tone of voice and north star revealed itself. Their organizational brand, across many varied national initiatives and programs pointed to a single purpose, united for health justice.
The strategic story created the foundation for a comprehensive rebrand and design system that reinforced their role as a catalyst for change. Wide Eye wrote and designed a comprehensive brand book that outlined their brand story including tone of voice parameters, design system, accessibility and photography considerations. We built c3 and c4 sites for in-depth advocacy and information-sharing.
The interactive journey not only provided a range of resource content for various programs and initiatives, but told a story about what the organization values and prioritizes, while guiding audiences towards active engagement. The site’s through-line is humanity. The real faces of those impacted by, and fighting the health care crisis in this country tell the organization’s story, so that the audience journey from interest to advocacy is transformative and emotional.
The interactive journey not only provided a range of resource content for various programs and initiatives, but told a story about what the organization values and prioritizes, while guiding audiences towards active engagement. The site’s through-line is humanity. The real faces of those impacted by, and fighting the health care crisis in this country tell the organization’s story, so that the audience journey from interest to advocacy is transformative and emotional.
