Small Steps Big Change Campaign
Billboard
RESET
Class Flyer
Case Study
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Prevent T2: A Rebrand Journey
Overview of the CDC Prevent T2 Program
The CDC’s Prevent T2 Program, designed to mitigate the risk of type 2 diabetes, faced challenges in connecting emotionally with the community of Escambia County, Florida. Recognizing the need for a more localized and engaging approach, the Florida Department of Health in Escambia County embarked on a rebranding journey, resulting in the creation of the RESET: Small Steps, Big Change program. This case study delves into the strategic development of a new brand identity that not only aligns with the established standards of the CDC and DOH-Escambia but also captures the unique essence of the Escambia County community. By integrating local cultural elements and the familiar blues and greens of the region’s beautiful beaches, the RESET program aims to foster a deeper, more meaningful connection with its audience, enhancing its effectiveness and outreach.
The Problem
The CDC’s Prevent T2 Program, designed to mitigate the risk of type 2 diabetes, faced challenges in connecting emotionally with the community of Escambia County, Florida. Recognizing the need for a more localized and engaging approach, the Florida Department of Health in Escambia County embarked on a rebranding journey, resulting in the creation of the RESET: Small Steps, Big Change program. This case study delves into the strategic development of a new brand identity that not only aligns with the established standards of the CDC and DOH-Escambia but also captures the unique essence of the Escambia County community. By integrating local cultural elements and the familiar blues and greens of the region’s beautiful beaches, the RESET program aims to foster a deeper, more meaningful connection with its audience, enhancing its effectiveness and outreach.
Objectives
The primary objective was to create a brand identity for the DOH-Escambia Prevent T2 program that:
- Aligns with DOH-Escambia’s brand standards.
- Establishes a distinct and recognizable identity for the RESET program.
- Effectively communicates the program’s mission and values to the target audience.
Why Change the Name?
The name change to RESET for the brand was a crucial element in the rebranding process, carrying significant importance for several reasons:
- Symbolism of Renewal: The name “RESET” conveys a powerful message of starting fresh and taking control of one’s health. It suggests a clean slate and the opportunity for individuals to make positive changes in their lifestyle, which aligns perfectly with the program’s goals of preventing type 2 diabetes through proactive health measures.
- Emotional Connection: Unlike the more clinical and generic “Prevent T2,” the name “RESET” is emotionally resonant and motivating. It invokes a sense of empowerment and hope, making it more relatable and inspiring for the community members who are embarking on their health improvement journey.
- Memorability and Impact: “RESET” is concise, catchy, and easy to remember. This makes it more effective in marketing and communication efforts, ensuring that the program sticks in the minds of the target audience and fostering greater engagement.
- Local Relevance: By choosing a name that can be uniquely associated with the Escambia County community’s health initiatives, the rebrand emphasizes a localized approach. It helps in building a distinct identity that resonates with the local population, enhancing the program’s visibility and acceptance.
- Reflective of Program Goals: The name “RESET” accurately reflects the program’s mission to help individuals reset their habits, behaviors, and health trajectories. It encapsulates the essence of the program’s holistic approach to lifestyle change, making it clear that the focus is on comprehensive wellness rather than just disease prevention.
In summary, the transition to the name “RESET” plays a pivotal role in the brand’s identity, making the program more approachable, memorable, and effective in conveying its mission to the Escambia County community.
New Logo
The new logo for the RESET program, featuring distinct circle elements, plays a crucial role in enhancing the brand’s identity and effectiveness. The cascading broken circles in the RESET logo hold significant importance for several reasons:
- Symbolizing Progress and Growth: The broken circles cascading downwards symbolize ongoing progress and growth. This visual metaphor aligns with the RESET program’s mission to help individuals continually improve their health through incremental, manageable steps.
- Representation of Steps: Each broken segment can represent a step in the journey towards better health. This aligns with the program’s emphasis on taking small, actionable steps to prevent type 2 diabetes, highlighting that even small changes can lead to significant improvements over time.
- Dynamic Movement: The cascading effect introduces a sense of dynamic movement and energy to the logo. This reflects the proactive and active nature of the RESET program, encouraging participants to be engaged and motivated in their health journey.
- Breaking Old Patterns: The broken circles can symbolize breaking old habits and patterns that contribute to the risk of developing type 2 diabetes. This visual representation reinforces the idea of resetting one’s lifestyle and adopting healthier behaviors.
- Visual Interest and Modernity: The use of broken, cascading circles adds visual interest and a contemporary feel to the logo. This modern design element helps the brand to stand out and appeal to a diverse audience, making it more relatable and attractive.
- Continuity and Connection: Despite being broken, the segments of the circles still connect in a cascading manner, illustrating continuity and the interconnectedness of various aspects of health and wellness. This can signify that while individuals may face challenges, there is a continuous path forward towards better health.
- Reflecting Local Identity: The cascading effect can also be seen as a nod to the waves and flow of the local beaches in Escambia County. This subtle reference to the local environment helps in creating a stronger connection with the community, making the brand feel more familiar and rooted in the local culture.
In summary, the cascading broken circles in the RESET logo are a crucial design element that enhances the visual representation of the program’s values and goals. They symbolize progress, breaking old habits, and the dynamic nature of the health journey, while also adding modernity and local relevance to the brand.
Color Palette
The color palette of the new RESET brand was carefully curated to align with both the DOH-Escambia and CDC brand standards while also capturing the unique identity of Escambia County. By incorporating shades of blue and green, the palette not only adheres to the established health organization guidelines but also resonates with the natural beauty of the local environment. The vibrant green (HEX: #2bb673) and bright blue (HEX: #27aae1) reflect the freshness and vitality associated with health and wellness, aligning with the overarching themes of the CDC and DOH-Escambia. Additionally, the dark blue (HEX: #39536c) and light blue (HEX: #bed0e1) evoke the serene and inviting hues of the Escambia County beaches, fostering a sense of local pride and connection. This thoughtful integration of colors helps to visually and emotionally bridge the RESET program with the community it serves, ensuring a cohesive and locally relevant brand identity
Typography
Two typefaces were selected to maintain consistency and readability across all materials:
- Ariana Pro Regular Italic: Used for elegant and professional text.
- Arial Rounded MT Bold: Chosen for its clarity and friendliness, suitable for headings and highlights.
Objectives
The development of the RESET brand identity was a meticulous process aimed at creating a visually appealing and coherent identity that supports the program’s objectives. By aligning with FDOH-Escambia’s standards and adding unique elements, the RESET program now has a strong and recognizable brand that effectively communicates its mission to prevent and delay type 2 diabetes in at-risk individuals.
This comprehensive brand identity will help in building trust and recognition among the target audience, thereby supporting the program’s goals and enhancing its outreach efforts.
What We do
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Implementation and Collateral
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Marketing Materials
Flyers, brochures, billboards and bus wraps to promote the program.
Digital Assets
Website elements and social media graphics to engage with the online audience.
02.
Educational Resources
Informational pamphlets and guides to support participants in the program.
03.
RESET
Marketing Incentives
RESET
Marketing Incentive
RESET
Marketing Incentives
RESET
Twitter Post
Small Steps Big Change Campaign
Bus Wrap
RESET
Marketing Incentive
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get in touch
Jenea@TheSecondForty.com