Expanding the design capacity for a health clinic, inspired by Islam
Great collaborations are the product of inspiration, trust, and strategic thinking. verynice has been fortunate enough to work with UMMA Community Clinic as a partner to help build capacity and provide effective design solutions that communicate the impact of the organization’s work. UMMA is an exemplary clinic based in South LA that serves the surrounding communities by providing full medical services and support to underserved residents with a community based mission that’s been recognized by the likes of U.S. President Barack Obama. The organization was born out of the turbulent 92’ civil disturbances in Los Angeles and scaled to its current level of success thanks to the hard work of countless individuals and the courage of those who have helped it overcome obstacles.
Expanding upon UMMA’s brand
Without a brand guideline document, we were tasked to find the consistency amongst UMMA’s identity. Through our designs, we established a system across platforms—a consistent use of color, typography, secondary elements, and overall mood. While the details may be small, they add up. How are people represented in icons? What are the color codes for print vs digital applications? How is type hierarchy represented? This consistency is key for the brand to be recognized over time to cultivate the trust necessary for patients, donors, and advocates to interact and contribute. Consistency not only creates trust and recognition externally as an organization grows and changes, but also creates a sense of pride and identity internally.
Celebrating 20 years of service
Sub-brands (think Google’s Gmail) are a great way to reach new audiences. They can also be used during a defined time period to commemorate a milestone. verynice has had the opportunity to work on branding for UMMA’s 20th Anniversary. In order to communicate the impact, future, and success of the organization, verynice focused on the meaning behind the idea of legacy and developed a 20 year celebration logo to uniquely position the celebration, and a tagline that recognizes the history and future of the organization.
A brand strategy workshop helped us determine the goals and constraints of the sub-brand. We created two distinct art directions for the brand and ended up fusing elements from both directions to apply to designs. Focusing on tangible and physical texture, lightness, contrast, bright color, and community, this identity creates something new out of the UMMA brand.
Over the course of a year, we worked to create various pieces of collateral based on the 20th Anniversary brand, including Gala invitations and the 2015 Annual Report.
Building a campaign
Considered the holiest month of the Islamic year, Ramadan is characterized by fasting from dusk to dawn as a way to physically and spiritually purify oneself. As many who observe Ramadan increased charity efforts, it is key time for organizations like UMMA to encourage viewers to join into their network of giving and contribute to their mission.
To strengthen UMMA’s image and enhance visibility during this month, we created a campaign brand inspired by Islam to be used across communications and marketing materials. Having defined visual language and identity through strategy and design, this campaign is able to be distinct, but still harmonize with UMMA’s overall brand.Commonly found as a subtle pattern used in Islamic art, the star design creates a simple tile pattern, delivering a uniform texture as a secondary element. The woven icon showcases a principal concept of weaving together UMMA’s legacy and inspiring donors to form the threads of the organization’s future.
Working lean and leveraging individual talents is key when approaching scalable, agile solutions. As a partner to the organization, verynice identified unique opportunities and produced timely assets that have helped the organization throughout special campaigns, leadership transitions, as well as future planning. Even with 33,000 nonprofit organizations in Los Angeles County alone, we believe it’s important to remember that no one solution fits the needs of every organization. Mission-based organizations each have their own history, founding story, and culturally relevant way of helping their constituents. By working together, leveraging key strengths, and adopting a design thinking mindset, we are able to help organizations like UMMA thrive so they are able to improve lives in their community.