Venice Family Clinic
On Behalf of Agency Client, Cause Communications
Expanding opportunities through anniversary branding
Brand Design, Visual Assets
Venice Family Clinic delivers high quality, comprehensive medical care plus supportive programs and services that work together to help patients get healthy and stay that way. Founded in 1970, the clinic has remained a stalwart of compassionate, inclusive care for the communities it serves. In 2020 — marking the organization’s 50th anniversary working in health equity — it was time to celebrate their work.
We were hired by agency client, Cause Communications, to design a comprehensive brand and logo for the 50th anniversary that would advance key communications and expand audience perceptions. The campaign would need to amplify and celebrate the organization’s relentless dedication to improving the reach and impact of care for all.
While the anniversary branding would mark an important milestone in the clinic’s history, it was not about looking back. Rather, the 50th anniversary would serve as a launch point for communicating what they do and who they are in the world: innovators, activists, connectors, supporters, advocates. And it needed to maintain the authenticity of those who serve and those who continue to be served.
For this special occasion, we worked under the direction of Cause Communications and collaborated with Venice Family Clinic to create a broad campaign theme of “50 Years of VFC,” showcasing stories of the clinic’s teaching kitchen (a real kitchen where families learn to prepare healthy meals), street medicine (providers venture beyond the clinic to address the needs of the homeless), and early head start programs for children.
Inspired by VFC’s gritty, urban roots and its flagship location in Venice, California, we created various handwritten type treatments called “personas” to give a voice to the candid, photojournalistic photography displayed across various marketing collateral. We also created visual assets including a logo, social media posts, signage, and apparel, as well as an in-depth brand guide, which the clinic could use and access across print and digital formats.
The finished brand look was woven throughout various events and initiatives as part of the anniversary celebration, including a recognition of 50 visionaries, a virtual Health + Justice series, and a star-studded virtual celebration featuring Whoopi Goldberg and Billy Crystal.
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