Greater Portland Health is a community nonprofit providing comprehensive primary healthcare for patients of all ages, as well as oral healthcare, chronic disease management and mental health counseling. It was established in 2009 as the Portland Community Health Center with a mission to provide high-quality, patient-centered care that is accessible, affordable and culturally sensitive.
By 2015, the Portland Community Health Center had grown to serve over 6,000 patients at four Portland locations, and planned to open a fifth, its first one in South Portland. The organization identified a need to update the name (which was long and too limited geographically), logo and website (which was rudimentary) in order to adequately represent their high quality, comprehensive care and their expanded reach.
In the fall of 2015, Portland Community Health Center engaged Burgess to create a new brand identity in time for the launch of the opening of the South Portland location on May 18th, 2016.
Greater Portland Health offers care to all, regardless of ability to pay. While it receives funding as a Federally Qualified Health Center, it needs a certain portion of its patients to be insured in order to fully staff its five offices and provide care at the high level it strives for.
In addition, diversifying its patient base beyond low-income families and individuals helps meet its secondary mission to serve as a positive force for unifying the increasingly diverse Greater Portland community.
New Identity—Burgess began by researching similar organizations and meeting with the GPH team to better understand the plan for their organization and the needs of the community they serve, along with any brand/marketing restrictions. We presented a variety of new names, logos, and taglines to concisely and memorably represent the services offered, geography served, and the organization’s mission of public service to a broad range of area residents, from those lacking insurance, to those with private coverage.
South Portland Grand Opening/PR—Burgess created a striking graphic style for a substantial mailing piece to invite stakeholders to the new office. The piece also served to introduce the new name, logo and identity. To gain press coverage of the event, we drafted a press release and coordinated a ribbon-cutting ceremony. To increase awareness of the name change and Grand Opening broadly, we promoted them on all of GPH’s social media channels.
Collateral Materials—We designed and produced a series of printed pieces on an extremely tight schedule, including an announcement of the new name, an overview brochure and ultimately a Patient Handbook. To fully capture the unique diversity of patients and welcoming environment of the practice, we took photos of actual patients and providers to illustrate the pieces.
Website-—Burgess used BRANCH, a Maine-based content management system, to build a responsive and updated website to replace the existing outdated site. Because BRANCH is very user-friendly and flexible, GPH can easily make content updates and expand the site to meet their future needs. The initial pages were developed and made live very quickly, allowing breathing space to flesh out other pages in more detail over the subsequent months.