Brand Leadership
Marketing Strategy
Digital Execution
Creative & Content
Performance Managment
Communications Overhaul and Brand Stewardship for a $1B Non-Profit
Client: Health Forward
Sector: Nonprofit Granting Foundation (Health)
Services: Rebrand, Marketing Audit, Communications Overhaul, Brand Stewardship
Background
Established in 2003, Health Care Foundation of Greater Kansas City was established after the sale of Health Midwest to HCA (Hospital Corporation of America). Missouri’s Attorney General, Jay Nixon, used 80% of the proceeds (about $400.5M) to create the foundation, alongside a sister organization (REACH Foundation), who received approximately $100M of funds on the Kansas side of the state line in agreement with the Kansas AG. HCFGKC began distributing grants in 2005, focusing in three specific areas: safety net health care, mental health and healthy communities, in six counties of the Kansas City Metro: in Kansas, Johnson, Wyandotte and Allen, and in Missouri, Jackson, Lafayette, Cass, and portions of Clay and Platte Counties pertaining to Kansas City limits.
In 2018, the foundation recognized the confusion in its name, while branding had outgrown the foundation’s focus on equitable health. The organization’s visual voice and brand wasn’t matching the impact to grantee organizations, partners and philanthropic organizations. HCFGKC renamed itself to Health Forward, with a renewed focus toward providing leadership, advocacy and resources to address health issues across urban, rural, and suburban populations within its service area. Nearing $1B in assets and granting up to $25M in the community annually, the new brand needed to reflect health equity through racial justice and economic inclusion.
The Challenge
Health Forward’s new name required a full visual and operational brand transformation that could scale across $1B in assets and up to $25M in annual grantmaking, while reflecting the values of racial equity and economic inclusion. The internal team needed alignment, guidance, and confidence in activating the new brand across multiple platforms and partners.
The Brand Lift
Creative Director Catherine Mores was engaged to lead the creative strategy, align internal and external communications, and build a cohesive brand architecture for long-term stewardship.
Brand Standards
New design system including color palettes, typography, and usage guidelines for internal and partner use.
Communications Overhaul
Visual and editorial refresh of theory of change, funding frameworks, policy briefs, and grant communications.
Brand Stewardship Tools
Toolkits and onboarding guides for internal teams and vendors to ensure consistent application of the brand across all touchpoints.
Template Suite
Modular, brand-aligned templates for social media, email marketing, presentations, and web content.
Website Consultation
UX guidance and content strategy for new site development.
Ongoing Art Direction
As-needed brand consulting for special projects, reports, and community-facing initiatives.
Highlights
Increased alignment between internal teams and outsourced vendors
Stronger brand recognition and message cohesion
Streamlined content creation and delivery
Elevated credibility with grantees, policy stakeholders, and community partners
Why It Worked
The rebrand created immediate clarity and consistency across Health Forward’s communications ecosystem. Internal teams, especially policy and grantmaking, reported stronger alignment and faster workflows. Staff and external partners now had the tools and confidence to apply the brand consistently, maintaining a strong visual and strategic presence across digital and print platforms.