Brand Refresh for Largest Free Healthcare Clinic
Client
Overview
Caridad Center, the largest free healthcare clinic in Florida, partnered with us to undertake a comprehensive brand refresh and strategic realignment. As the foremost provider of health and human services in Palm Beach County, Caridad Center sought to modernize its visual identity and align its brand with revised strategic objectives. We were tasked with developing a scalable brand architecture and narrative that resonated with the Caridad Center’s diverse audience groups, including staff members, donors, patients, volunteers, and community partners.
The Caridad Center brand promise is encapsulated in their tagline—Promise of
Health. We believe everyone in our community has the right to quality healthcare—
regardless of race, ethnicity or ability to pay.
Goals
Our aim was to modernize Caridad Center’s presence in the community through narrative development and visual identity enhancement. The goal was to highlight their inclusive and equitable approach, emphasizing their commitment to providing healthcare, homelife, and educational services to end the cycle of poverty, particularly in black and brown communities.
Process
We started by developing a compelling narrative and vibrant visual identity that reflected Caridad Center’s mission and values. Our team then produced a comprehensive video library through multi-day shoots, capturing stakeholder testimonials, leadership interviews, and onsite footage of services, community events, and the families they support. This refresh not only modernized Caridad Center’s image but also amplified their impact, showcasing the transformative power of their work in the community. It was a fulfilling project that underscored PATHOS’s ability to drive meaningful change and support vital community services.
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