Case Study
A brand people can trust with their care
Giving a community health clinic a digital presence as credible as the care it provides.
The Client
Our client is a community-based nonprofit clinic serving Prince George's County, Maryland. The clinic provides HIV and STI testing, HIV treatment and prevention, PrEP and PEP, case management, psychosocial support, pharmacy services, and other resources.
PaveIdea helped the clinic build a website and brand identity that make it easier for people to find the right service, understand what to expect, and reach out with confidence.
The organization
Care that depends on being easy to reach.
The clinic supports people across a wide range of needs, from testing and treatment to case management and pharmacy services. Many of the people who rely on it are reaching out at a vulnerable moment, often for the first time.
For a visitor, the website and printed materials are often the first impression of the clinic, and sometimes the deciding factor in whether they reach out at all.
The challenge
The website wasn't matching the quality of the care.
The clinic's online presence hadn't kept pace with the range of services it offers. Visitors had a hard time finding clear information on:
- What services were available and who they were for
- How to get started, and what to expect at a first visit
- Which materials were current, since print and digital pieces didn't match
- How to reach the clinic directly, without confusion or extra steps
For a clinic built on trust, an unclear website made that first step harder than it needed to be.
The approach
We designed around approachability first.
Before touching design, we spent time understanding the range of services the clinic offers and the different reasons someone might visit its website: a first-time visitor looking for information, a returning patient checking hours, or a case worker looking for a referral.
We then rebuilt the website and brand identity around those needs, in plain, welcoming language.
Brand identity
A visual identity and colour palette that feels warm and approachable, consistent across the website and printed materials.
Website
Clear service pages, a simple way to find contact information, and language that puts visitors first.
Patient-facing materials
Brochures and handouts that match the new identity, so every touchpoint feels like the same organization.
What changed
A clearer front door to the clinic.
Services are easier to find
Visitors can see what services are offered and who they're for without digging through pages.
A consistent look across materials
The website, brochures, and handouts now share the same identity, so the clinic looks and feels like one organization.
Easier to take the first step
Contact information and next steps are easy to find, reducing the friction someone feels when reaching out.
The result
A digital presence that matches the mission.
The clinic now has a website and brand identity that reflect the quality and care behind its services, instead of getting in the way of them.
The technology is built around the community it serves, making it easier for people to find and trust the care they need.
Built around the client
Built around the community it serves.
The solution was designed around the realities of community health work, including the need for privacy, clarity, and a welcoming tone for people reaching out at a vulnerable moment.
Rather than a generic nonprofit template, we built a brand and website around the way this clinic actually serves its community.
The technology fits the mission, rather than forcing the mission to fit the technology.
Let's pave the way
Have a brand that could work better?
Let's look at how your organization is presenting itself today and find where a clearer brand could make things easier for the people you serve.