Sacramento County Health Center (SCHC) serves a diverse community of first-generation immigrants and families facing socioeconomic barriers. Yet before this work, SCHC existed only as a small section of the county government website — without a distinct voice, visual identity, or emotional presence of its own.
The goal was to create a recognizable, welcoming brand that could challenge outdated perceptions of state-funded healthcare — showing that public care can be modern, compassionate, and deeply community-centered.
The Challenge
Without an independent brand presence, SCHC struggled to connect emotionally with the people it served. The lack of identity made the organization feel impersonal and bureaucratic — reinforcing the misconception that public healthcare is cold or subpar.
The challenge was to elevate SCHC from a faceless county program into a trustworthy health center with warmth, clarity, and a sense of belonging.
The Approach
Rooted in the ideas of connection and community, the new identity centers around a circular logo symbolizing people coming together through care and collaboration.
A calm palette of approachable blues and teals, paired with modern neutrals, was designed to evoke trust, comfort, and inclusivity.
The visual system was built to extend seamlessly across digital, print, and environmental touchpoints — ensuring accessibility, cultural relevance, and consistency across all communications.
Results
The new brand gave SCHC a voice of its own within Sacramento County’s public health network — one that feels human, confident, and modern.
With a unified visual and messaging framework, the center can now communicate more clearly, build stronger community trust, and establish a foundation for future outreach and growth.
Why it Worked
By blending thoughtful design with human insight, the SCHC identity helped redefine perceptions of government-funded healthcare — from impersonal to empathetic, and from bureaucratic to trusted.
The result is an inclusive, approachable brand that replaces anonymity with authenticity and gives the community a healthcare center they can truly connect with.
Brand Strategy
Messaging
Visual Identity System
Brand Guidelines
Sacramento County Health Center (SCHC) serves a diverse community of first-generation immigrants and families facing socioeconomic barriers. Yet before this work, SCHC existed only as a small section of the county government website — without a distinct voice, visual identity, or emotional presence of its own.
The goal was to create a recognizable, welcoming brand that could challenge outdated perceptions of state-funded healthcare — showing that public care can be modern, compassionate, and deeply community-centered.
Drawing from connection, inclusivity, and the medical cross as a universal symbol of care, the identity reflects a brand rooted in community, compassion, and accessible healthcare.
Drawing from connection, inclusivity, and the medical cross as a universal symbol of care, the identity reflects a brand rooted in community, compassion, and accessible healthcare.
A palette designed to convey trust, warmth, and accessibility through the forms and colors that define the SCHC visual brand.
