Kansas Health Foundation
Forming a symbol for public health
A brand that conveys
a nonprofit’s true identity.
Kansas’ largest health-focused nonprofit had questions about their brand. Was it out of touch? The public’s perception of them seemed inconsistent with their true personality and mission. Painting them as stodgy and unapproachable. In many ways, it was holding them back.
What We Did
We love nothing more than helping an organization discover their true potential. First, we got to know KHF’s people and clients. And looked at how it was being perceived in the state vs. how it wants to be. Then turned those insights into an authentic brand image to help them better reach those they serve.
- Brand Message
Interviews and focus groups allowed us to gather information from employees, grantees, donors and board members. Providing them the opportunity to think about who they currently are and who they want to become. And collecting valuable insights they could use not only for this project but for many years to come.
Nonprofit brands must connect internal mission to external audiences.
Our objective: to create a new identity that would convey them as the caring, people-focused organization they are. The new mark symbolizes an individual being lifted up and pointed in the right direction. With comforting rounded edges and friendly Kansas-inspired gold and brown earth-tones.
A new direction for messaging emerged as well. While previous communications had talked more about the collective health of the state, the KHF team realized their true motivation was changing health at an individual level. “Every Kansan” emphasizes this focus with both its wording and photography.
The new branding better connects with target audiences. Internally, it has complemented discussions about updates to the organization’s focus areas and goals.