// Healthcare / Full Rebrand
Christ Clinic knew they were "not your typical clinic." But the first attempt at a rebrand hadn't landed. The one thing everyone agreed on was that line. I came on to build a brand that could hold it.
The Challenge
The rebrand was already underway when I came on, but it hadn't gained traction. The first round of work hadn't connected with the client or the team. The one thing that had stuck was a line: "not your typical clinic." Everything else needed to be rebuilt.
Meanwhile, the clinic had real programs waiting in the wings: employer-sponsored memberships, a community network of church-clinics, and pharmacy services. The brand needed to catch up to the ambition. It couldn't attract donors, recruit partners, or give the community something to rally behind as long as it felt dated and generic.
My Role
I led the full rebrand working directly with the Executive Director and Board. Positioning, messaging architecture, mission and vision, unique value proposition, elevator pitch, character words, brand archetype, voice guidelines, and a 24-page brand guidelines document that the clinic and its partners now use across every touchpoint.
Positioning
With the "not your typical clinic" angle established, the tagline needed to match: welcoming without being soft, faith-informed without being exclusionary. "Our door is open to all who knock" threads that needle. It's a plain-language promise to patients that they belong here. For the faith community supporting the clinic, the line's reference to Matthew 7:7 carries a deeper resonance. But it never asks anyone to know that to feel invited. That balance is the whole brand in one sentence.
The Work
The brand guidelines document became the single source of truth for everything that followed: a new website, social media presence, donor communications, and partner-facing materials. It gave the clinic a professional, cohesive identity for the first time, and gave every staff member, volunteer, and board member a shared language for talking about who Christ Clinic is.
The guidelines contain seven character words. Six carry actionable guardrails that became the voice system. The seventh, Trustworthy, is the sum of all six: speak fully in character and you are, by definition, trustworthy. When I presented the character words to the Executive Director, she was moved to tears.
"I feel so seen."Kara Hill, Executive Director
The pitch was written for two audiences the clinic was actively courting: donors looking to invest in something meaningful, and employers exploring health programs looking for a credible, community-rooted partner. I also wrote every page of the new website at christclinickaty.org, from the hero line on the homepage to the program descriptions for Total Care and Express Care, to the mission page and donor communications.
From the 24-page brand guidelines document
Executive Director Kara Hill liked the line so much she framed it for the office
christclinickaty.org homepage, copy by Jon Eagan
Impact
The rebrand gave Christ Clinic the strategic foundation and professional presence to expand confidently into new programs. The website and identity system continue to serve as the clinic's primary tools for donor engagement, patient communication, and community outreach.
Launched under the new brand
Transitioned from third-party venture to an initiative of Christ Clinic under the new identity
Brand fully embraced in new building opened in 2025