Sam Rodgers Health Center

Communicating place across cultures and literacy levels

BRAND STRATEGY • BRAND IDENTITY • COLLATERAL • WAYFINDING / SIGNAGE


The SURHC provides health services to low-income patients and immigrants in Kansas City, Missouri. Our team researched the existing conditions and needs of the patients and caregivers to communicate. We redesigned the identity system to reflect the brand vision and values while respecting its history. The expanded identity system expands on the Pelican by using common eco-systems to communicate place across the various use group culture that include Somali, Vietnamese, Russian, and Hispanic. The wayfinding system is designed to accommodate all of these languages and literacy levels.