On the corner of E. 34th and N. New Jersey Streets, a steady stream of people, young and old, drift through the doors of Raphael Health Center (RHC). The one-stop shop clinic provides the community with affordable and accessible health services ranging from wellness visits to dental care and counseling. Founded on the principle of providing quality care for all, Raphael Health Center promises to never turn someone away based on an inability to pay.
The clinic’s HIV Prevention and Care division provides warm, quality HIV prevention services to our community on-site and at local events. They needed a brand and online presence for this division—one that felt as welcoming as those working there. To fill this need, Williams Randall partnered with RHC to create a new brand and microsite to do just that.
Making Something Great is a Team Effort
At Williams Randall, we view each client project as a true partnership in which we solve a problem or accomplish a goal together. Being that this was our first project with RHC, we wanted to take time to make sure each of our team members truly understood the services RHC provides and the general landscape of HIV care and prevention clinics in Indianapolis.
With this in mind, we kicked off our branding and website work for RHC with a discovery session during which RHC staff provided us with deep insight into their goals, pain points, audiences, outreach tactics, and services.
A Site That’s as Effective as it is Beautiful
With Left-Brain Creativity being the name of our game, strategy is a core part of any Williams Randall site build. For RHC, the microsite is organized to help the user easily find what they are looking for while also always making it apparent what the next step should be, which, in this case, is to get tested and begin preventative care. We incorporated clear calls-to-action (CTAs) all over the site, so the user would know exactly how to get started.
What’s in a Name?
Before we got to work on the website, our team created a name and logo design. The client landed on “Our Lives Indy,” which is inspired by the idea of promoting good health practices on an individual and community level. The intended ripple effect is for at-risk members of the community to live longer, healthier lives. The “our” is a reminder to site viewers that they're included in this call to prioritize their health and the positive effects that this can have, both on themselves and on the community at large.
Balancing Personality and the Pragmatic
From our discovery session, we learned that RHC wanted a colorful and fun website that was as approachable as it was informative. It was essential to ensure all copy was rooted in accurate medical information while also remaining easy to read.
As the Our Lives Indy brand is completely new, our designer freely explored type, colors, and illustration styles outside of the Raphael Health Center look. Veering from the geometric straight lines typically found in medical logos, we designed an organic, hand-drawn look, which helps the logo stand out. It also gives the site an air of warmth and approachability, which was very important because of the site’s subject matter, which can be an intimidating and isolating topic. Those feelings of isolation are countered by the logo graphic, which depicts two people embracing, an image signifying connection and community. The brand colors of blue and yellow come from the Indiana state flag.
Additionally, we made sure to intentionally choose images representing our various audiences, so that everyone in the Indianapolis community would feel welcome, and that the clinic is happy to serve them.
Reaching Multiple Audiences
RHC had multiple audiences they wanted to reach, including Hoosiers who could benefit from the services and their potential partners. Accordingly, our writer tempered the medical science content with a gentle, friendly tone to appeal to the broadest possible audience. We also included a section for organizations that may be interested in hosting RHC for sex ed classes or free testing events.
See the Work
We were honored to partner with Raphael Health Center on this project promoting HIV prevention and care services in Indianapolis. To see the work and get more information on their services, please visit www.ourlivesindy.org.
