El Centro
Overview
Houston, Texas
BRIEF
Reimagine organization name and visual identity for a system of Federally Qualified Health Centers providing family practice, women’s health, dental, and behavioral health services to immigrant communities in Houston’s East End.
SERVICES
Contextual research, naming focus groups, updated nomenclature system for organization and clinic locations, visual branding
BRAND ANALYSIS
- The name ‘El Centro de Corazón’ has brand equity but there is a mis-perception that it is a cardiology clinic, not a community health organization
- The organization provides such a vast array of services that patients are often unaware of all of the services available to them
- Because the vast majority of patients are Spanish-speaking and the clinic staff is bilingual, it is important for the organization’s name to communicate in Spanish first
Updates
07/19/19
El Centro
University of Houston Graduate College of Social Work Names 50 For 50 Alumni Honoree
El Centro de Corazón CEO Marcie Mir named as one of the University of Houston Graduate College of Social Work's 50 For 50 Alumni Honorees, in celebration of the program's 50th anniversary.
07/18/19
El Centro
Focus Group
Conducted focus groups with patients, care providers, and administrative staff to discuss potential updates to the organization's name.
02/21/19
El Centro
Visual Character Study
02/19/19
El Centro
Research Part 3
02/19/19
El Centro
Research Part 2
02/18/19
El Centro
Research Part 1