Branding + Website Development
Wyoming Primary Care Association
Everyone in Wyoming deserves access to quality healthcare – adults and children, families and individuals. The Wyoming Primary Care Association helps create access by supporting community primary healthcare centers across the state. They offer technical assistance and training to these clinics, covering clinical, operational and financial aspects. They also engage in policy support and advocacy to educate policy makers and the public about the benefits of Community Health Centers.
The WYPCA makes sure Wyoming’s community healthcare centers have what they need so access to primary care, dental care, cancer screening, maternal care, and more is available across the state.
At WYPCA, the mission is to serve the people of Wyoming by putting their health first.
Linden partnered with WYPCA to refresh their brand and to update the WYPCA website, an ask that grew into a rebrand and a new website.
The project went beyond a refresh because the WYPCA is so many things to so many audiences – including healthcare professionals, policy makers and rural Wyoming community members – with a broad, statewide reach. A primary tenant of their mission is communication, so their brand and website needed to speak clearly to a variety of demographics, while remaining one cohesive identity.
Keywords
After an initial discovery process and audit of the existing website, we mapped out new, refreshed brand attributes, including traits such as:
- simple, clean, approachable; family friendly – open to anyone
- soft color palette; nothing too loud or bold
- promotes trust, caring, authenticity
Key Vibes
As well as qualities that:
feel like Wyoming
portray healthcare
which feels like people gathering; interactions and relationships between people
We also updated WYPCA’s overarching messaging and created a new brand tagline that clearly states their purpose.
Helping clinics thrive so people can, too.
With a new brand in place, we turned to their website. Our goal was to make the site a clear, approachable, informative and a deeply useful tool for each WYPCA audience.
Before jumping into design, we strategized: How can we make the site flow so everyone finds what they need? How will we make it both healthcare and community? How can we ensure superior functionality and make it easy for WYPCA to update and add events and resources to the site on their own?
Our Design team took the robust wireframe and created a website focused on user experience, clear communication from WYPCA to their audiences, and providing information in accessible and engaging ways on a platform that feels like it was built specifically to serve the people of Wyoming by putting their health first.
In addition to the updated brand and website, Linden created a celebratory 30th Anniversary logo for WYPCA using the new brand attributes.
