We began a partnership with Adams County Government at the start of 2024 and this project marks the first of many moving forward. Adams County Health Department came to us with the task of rebranding their harm reduction program, already named ‘Project Connects.’ It defines itself as an essential community service offering:
It was our job to figure out a way to capture the breadth of their services in an emotional, people-forward way while outlining Project Connects’ mission of being a key community support system.
At the time we started, they had no landing page and were operating out of a minimally marketed trailer — most people didn’t know who they were or what they were offering and didn’t feel inclined to approach the trailer. Their biggest need? Positioning themselves as a welcoming, credible program in the county.
We built out an entire narrative identity to expand upon their purpose, mission, and driving forces after many conversations with the client.
As just one part of the larger Adams County Health Department, we used this narrative identity to set them apart while still abiding by the overarching goals and purpose of the Health Department.
In the end, it’s about judgment-free care and building a connection with the community. Advocacy and removing barriers, stigma, and shame are at the core of this brand and these ideas are present throughout the entire platform.
But in order to get the word out, we really needed to bring all of this messaging through into the logo and visual build-out. The design and colors needed to scream, “Come all, whoever you are, and know that we have your back.”
The mark itself is an abstract representation of two people connecting and holding hands — the very soul of Project Connects. The type, texture, and graphics were all created to be approachable, kind, and welcoming to all.
We provided the client with a brand guide to help with the build-out and execution of other aspects of the brand and lent our recommendations for a van wrap, wall clings, swag, and other signage.
In the end, we developed a standalone and recognizable brand for the Project Connects program that showcases who they are without highlighting each and every service and without overtly associating themselves with Adams County (remember, many are distrustful of government programming).
The clients were ecstatic when they received the final deliverables and are already implementing the branding and messaging in social media, landing pages, and other collateral related to the program.
– Josh Behringer, Senior Communications Specialist at Adams County