A fresh look to build a healthier community

Santa Clara Family Health Plan (SCFHP) is a local nonprofit that delivers high-quality healthcare to Santa Clara County residents, especially to underserved and low-income families. Since 1997, they have focused most of their resources on serving their members; thus, their brand has remained stagnant. The SCFHP logo and marketing materials became outdated and struggled to reflect the quality of their plans and their active part in the community.

Brand Guidelines
Corporate ID
Print Collateral
Marketing Campaigns

Without evolving, brands like Santa Clara Family Health Plan can lose credibility to an outdated image.

We helped SCFHP with a refresh to improve brand awareness and their visibility in the community. The new designs were modernized to offer a warmer alternative to their previous branding and to differentiate them from the colder, more corporate images typical of the healthcare industry.

Brands build relationships.

SCFHP wanted their new brand to stand out in the healthcare industry, reflect the range and quality of their services, and connect to the diverse community they serve. We created an extensive visual system to reach these goals and give the brand a distinct personality. SCFHP is warm and approachable. We modernized their logo, extended their color palette, and created a new library of images and illustrations to bring life to their materials. The new brand is expressive, personal, and deeply connected to the needs of their members and community.

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santa clara family health plan postcard marketing design

The client defines our approach.

We had major hurdles to overcome with this rebrand. After 20 years in operation, with hundreds of marketing and sales materials to redesign, (and a large Governing Committee of stakeholders), SCFHP required a thoughtful approach. To that end, we did extensive competitive and industry research. We discussed every detail of our design decisions, and supported group reviews to guide them in earning internal support. We also avoided detailed timelines and project plans to remain flexible to their feedback, and used every conversation to align on a path forward.

I was worried about all the moving parts with this rebrand, but your team has made it so much easier than expected.

Santa Clara Family Health Plan
Lisa FitzPatrick
Marketing Project Manager

We’re an extension of their team.

There is no better indicator of success than when a single project leads to an influx of new requests. After the initial rebrand, SCFHP continued to enlist our help with their most crucial outreach materials. We’ve helped expand their brand into a robust visual system and have gained a deep understanding of their health plans so we can continue to evolve their image. We have been helping them tackle new initiatives and campaigns and will be happy to provide the creative support they need long-term. The success of their brand is important to us.

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I am so impressed with how much we’ve been able to accomplish in such a short time. We’re all pleased with the new look and the quality of work and process at Design in Mind.

Santa Clara Family Health Plan
Lisa FitzPatrick
Marketing Project Manager