In advance of its move to Crosstown Concourse early next year, the Church Health Center is changing its name, its logo, and its image.
The faith-based nonprofit, which began providing health care services to low-income families in 1987 out of a house on Peabody Avenue, has dropped “Center” from its name to become Church Health. It has also unveiled a new logo and tagline to match its growth and expansion to Crosstown Concourse.
After 29 years of being represented by a silhouette of a small clinic, the organization’s logo is now a fingerprint with a heart at its center. The new tagline is “Care for one another.”
“For a long time now, the original logo hasn’t truly represented the scope and impact we make in Memphis,” said Marvin Stockwell, Church Health communications director.
Since its founding, Church Health has grown to a health and wellness organization encompassing 13 facilities across the Mid-South. Initiated by a board recommendation in the fall of 2013, the organization hired Hemline Creative Marketing and Hyphen Market Solutions to create a brand that could demonstrate that growth and carry the nonprofit into the future.
The intentional branding process would cover a span of three years as Hyphen led an in-depth demographic research process, sending hundreds of surveys to doctors, patients and volunteers and conducting about 50 one-on-one interviews with donors, executives, board members, doctors and hospital providers and administrators that were working with Church Health. Hemline worked to demonstrate the results of that research with imagery that had more mass appeal.
“We wanted to get it right, not fast,” Stockwell said. “Hyphen helped us understand why we needed to undergo a rebrand, and Hemline helped us get outside of ourselves to design something with clarity.”
“In a day of shorter attention spans, if you don’t have a clear message, you’re going to get lost in the shuffle. We needed an effective way to our mission and work to cut through the clutter,” Stockwell said.