Community Health Care Association of New York State: Rebranding fifty years of public health advocacy
Established 50 years ago to give a voice to the state’s network of community health centers, the Community Health Care Association of New York State is now seen as one of the premiere primary care associations in the U.S. CHCANYS works to increase access for those who would otherwise go without care through advocacy and education, and also creates new programs and initiatives that showcase community health centers as centers of excellence.
Today, 70 federally qualified centers with nearly 800 community health care sites statewide serve nearly 2.4 million New Yorkers—providing high-quality, patient-centered, community-based care to anyone—regardless of their ability to pay. CHCs are located in medically underserved areas throughout New York State, and provide a range of services including primary and preventive care, behavioral health services, dental care and substance abuse services in a culturally and linguistically appropriate setting.
rayogram worked with the organization to design its new branding, messaging and website. Our extensive Ideation phase touched on all key stakeholders (over 60 individuals statewide). And our Iteration phase has included continual evolution of the new brand name, logo, and tagline. The project also resulted in a new website incorporating the new brand.
Our detailed roll-out plan anticipated: sharing research findings at an Annual Retreat; presenting the newly designed brand at an Annual General Meeting; delivering a branding report documenting detailed project history, including discovery, research and key findings for final internal approval; and presenting a 50th Anniversary video at an Annual Conference; training to adopt collateral; outreach at a new legislative session in Albany; and, ultimately, rollout of a new website.