United Health Centers @Southside

A rebranding initiative to help enhance the presence of a health services center in its community

The Koz: To provide equitable care that builds healthier communities.

Tactics: Brand Strategy, Event Branding & Materials Development

Challenge: Formerly Southside United Health Center, United Health Centers has been in the community of Winston-Salem, North Carolina since 2003, becoming a key resource for lower income, underinsured members of the community. Southside worked in the community to ensure that county residents had access to high-quality, affordable, comprehensive healthcare, regardless of their insurance status or their ability to pay. While it had established itself as a main health resource, after 12 years, the Center wanted to enhance its presence and expand its service area and population.

Solution: We needed to see their brand through the eyes of the community, so we engaged stakeholders, staff and community members in a comprehensive brand assessment process. One main challenge emerged from the brand assessment: People thought that only members of the Southside community, as opposed to any County resident, could access the Center’s services. We knew what we needed to do. We worked with stakeholders and leadership of the Center to develop a new name (United Health Centers) and a sleek logo that appealed to a larger audience. Additionally, we developed a user-friendly website and other marketing collateral incorporating the new name and brand elements.

Results: As a result of this work expanded it’s footprint in Winston-Salem United Health Centers hosted a ribbon cutting ceremony in June 2016 to unveil its enhanced identity and celebrate the opening of a new additional location. United Health Centers continues to grow. In March 2017, the Center opened a third location.