We Care Jacksonville’s mission is to improve healthcare access by developing and coordinating a community-wide network of medical volunteers and donated specialty healthcare services to be able to compassionately care for the uninsured and underserved. We assisted them in distilling this mission statement and other key messages. The branding challenge was to elicit a specific reaction from each of the organization’s three disparate target audiences: Its patients who need to emotionally connect to the identity and reach out for specialty healthcare, to benefit from new hope and possibility in their lives. The brand needs to engage prospective provider volunteers comprised of physicians, hospitals, and other healthcare delivery resources to contribute their professional services. Finally, the brand needs to support philanthropy and influence sponsors and others to support the We Care cause. Download Case Study