BRAND STRATEGY • BRAND IDENTITY • COLLATERAL • WAYFINDING / SIGNAGE
The SURHC provides access healthcare for the underserved local and immigrant population in Kansas City, Missouri. We redesigned the identity system to reflect the brand vision and values while respecting its long and valued history. Our team also researched the existing needs and challenges of communications between patients and caregivers, including language barriers.The expanded identity system builds on the original Pelican icon and adds common eco-systems to communicate place across various cultures that include Somali, Vietnamese, Russian, and Hispanic. The wayfinding system is designed to accommodate all of these languages and literacy levels while also remaining friendly and welcoming.