In recent years, The Free Clinic had to reconsider exactly what it meant to be a “free” clinic. Financial pressures, as well as donor input, led the clinic to implement a “pay-what-you-can” sliding scale model for patient costs. These same financial pressures and infrastructure changes brought the clinic to realize a full rebranding effort was in order. The clinic’s goal for this new brand identity was to help market the clinic to a broader family audience, in turn making it more financially efficient as a business. To do this, the branding needed to distance itself from previous misconceptions that it’s dealt with in the past - that it was only there for drug overdoses, and to help the homeless. On the other hand, The Free Clinic also had a brilliant and extremely honorable history that was not to be dismissed
With these things in mind, I set out to rebrand The Free Clinic. I focused on bringing the brand to a more contemporary status by applying an elegant serif typeface, Avenir, at various weights throughout. I continued this modern yet timeless aesthetic by assigning a rich purple color palette, with splashes of refreshing teal blue to cool the palette down, while also creating contrast. This color palette is unique enough to garner attention if the brand were standing next to the market competition. I rounded out the identity by developing a logo that sat well with the new refreshed identity. The logo also functions as a visual cue to The Free Clinic’s humble beginnings - a nod to the ankh symbol painted on the clinic’s original wooden doors. As a result, I feel I established an identity for The Free Clinic that would help bring in new patients, while also honoring the clinic’s rich history of providing healthcare to those in need.