proposal

client

The Corner Health Center is a nonprofit, mission driven, school-linked health center in downtown Ypsilanti, Michigan. It is in the heart of Eastern Michigan University and Washtenaw Community College. They were founded in 1981. They are supported by grant opportunities, government funding, and donations. Their mission is

to inspire 12- to 25-year-olds (and their children) to achieve and sustain healthy lives by providing judgment-free, affordable health and wellness care and

education. The provide a variety of services including checkups, immunizations, nutrition services, pediatric care, mental and sexual health services and more. They never turn away patients due to an inability to pay.

The client’s current visual identity they claim is too kiddy, too ‘Nickelodeon.’ The colors aren’t working or liked, nor are the textures/ raw edges, nor is the current pairing of typefaces. The old identity was created in the late 1990s and has not stood the test of time. It is too childish for the wide scope of their patients and clients. Last year, 65% of their patients were ages 18-25, and only 19% ages 12-17. Their old identity seemed to be branded towards the younger age range. Due to their 40th Anniversary approaching (2021), it is a perfect time and opportunity for a new visual identity to show that the Corner Health Center is active and doing things in this community.

audience

The Corner’s primary audience is the patients, ages 12- 25 year-olds, and their children. The secondary audience is the community of Washtenaw County and Ypsilanti, the board of directors (15 community members), the staff (26 people), and the donors which consists of individuals, foundations, and the government. Many of their patients are negatively affected by the social determinants of health, and the Corner actively works to mitigate that. These include unstable housing, low income, unsafe neighborhoods, substandard education, and lack of access to healthy foods. They mainly serve reoccurring patients in primary care and mental health services. They receive new patients and clients by creating partnerships with local sororities and fraternities, school referrals, community outreach, and by word of mouth.

objectives

The client wishes to adopt a new visual identity to represent and communicate their mission and demonstrate its origins above all else. But they wish for a new identity that also demonstrates how their organization has changed since its beginning to include and support the LGBTQ+ community, womens’ rights, and advocacy work. They want to stay connected to their heritage as a literally corner health care unit that started in a Ypsilanti High School. They are looking to capture a sense of newness to reflect and provoke conversation in the community.

The current identity is not capturing their desired audience; it looks as though adults trying to appeal to kids. I should be professional and comforting, and personal. Currently, it is not clean or memorable. The triangle is too direct symbolism and is not elegantly executed. The colors are far too saturated.