Healthy Petaluma District + Foundation
Healthy Petaluma
District + Foundation
The Petaluma Health Care District underwent significant changes to its mission and vision after selling Petaluma Valley Hospital. They realized that their identity was anchored to their ownership and administration of the hospital, and they needed to reframe their mission and vision to focus on promoting health and well-being for all.
To establish a new identity for the District and its Foundation, they engaged The Design Guild for branding, web design, print design, and copywriting services. The Design Guild worked closely with the District team to understand their vision and goals, and to develop a brand that communicates the outcomes of their work in the community.
Scope
Discovery
Naming
Copywriting
Branding
Web Design
Print Design
District + Foundation logo
Branding
The Design Guild recommended changing the name of the Petaluma Health Care District to Healthy Petaluma District and Foundation, which better reflects their new focus on promoting health and well-being for all community members. The new name also emphasizes the District's role in building partnerships and programs that benefit the community. The Design Guild designed a memorable logo that emphasizes partnership and collaboration, featuring a heart made of connecting lines. The logo represents the District's role as a connector of organizations and a builder of partnership health programs.
one color
Icon
Typography
Color Palette
Pattern
Styleguide
Stationary
To support the new brand, The Design Guild developed a stationary package that balances the bold and vibrant color palette with a traditional feel suitable for a government entity. They also curated a collection of photos that capture the joy of a healthy community, featuring community members of all ages.
LEtterhead + envelope
Business cards
Cover
Annual Report
By utilizing the new brand guidelines, we redesigned the typically data -heavy document to be engaging, clear and aesthetically pleasing. The new visual identity shines in Healthy Petaluma’s 2022 Annual Report and will allow Healthy Petaluma to share their activities and finances in both web and print.
Print layout
Inside pages
Photography
The Design Guild gathered a group of 12 community members ranging in age from toddler to senior. Our goal was to capture intersections between people that were defined by health and vitality. We captured the joy that a healthy community radiates.
We decided to create two distinct photography styles for the Healthy Petaluma brand. One being a natural, candid lifestyle photography style that is taken outside in order to showcase Petaluma in a subtle way. The other style is a studio, headshot style that utilizes props and colored backgrounds in order to bring vitality and an up-close and personal feel to the photography. Something we considered in establishing the photography style – and in all the work we do – is the reproducibility and preservation of the brand once we pass it off to the organization to use. In a perfect world, every time new photography is needed we would have a photoshoot - but we also needed to keep realistic expectations in mind and recognize the limitations of a local non-profit health care organization. The latter style is also extremely versatile because Healthy Petaluma could easily expand their photo library by utilizing the second editing style on the candid, lifestyle photos or other stock images with subjects that match the liveliness of the brand – creating more images that align with their brand’s photography style without a photoshoot.
Homepage illustration
website
The website design reflects the District's focus on health, not just healthcare. The Design Guild created a joyful and memorable experience that gets people smiling while delivering all necessary information. The website features playful illustrations combined with photography to create a memorable experience that emphasizes the joy of a healthy community. The website is also ADA compliant and includes integrations such as Donations through a third party platform, Google Translate and custom Spanish translations.
Newsletter Template
The Design Guild established a newsletter template that aligns with the new branding to increase online engagement for Healthy Petaluma District and Foundation. The newsletter template features the new brand elements and emphasizes the District's focus on promoting health and well-being for all. The newsletter aims to keep the community informed about the District's latest initiatives and partnerships, and to encourage engagement and participation.
