Entry Category
Single Entry – Campaign Branding in a social marketing program
Name of Intervention/ Program
California Department of Public Health Brand Identity
Background and Situation Analysis
The California Department of Public Health (CDPH) serves one of the most diverse populations in the U.S., working to protect and improve health outcomes for millions of Californians. However, prior to this branding initiative, CDPH faced critical challenges: – Fragmented Identity & Outdated Branding – The agency’s visual identity and messaging were inconsistent, outdated, and did not reflect California’s diversity or meet ADA compliance standards. – Eroding Public Trust – Trust in public health institutions had significantly declined post-COVID-19, making clear, accessible, and culturally competent communication essential. – Need for Equity & Representation – Health disparities persist across racial, economic, and geographic lines. CDPH needed a brand that reflected California’s communities and reinforced its role as an advocate for health equity. – Lack of Public Recognition – Many Californians were unaware of CDPH’s role beyond emergency response, leading to confusion of what public health is, and the many ways CDPH positively contributes to all Californian’s lives. In response, CDPH partnered with Civilian to develop a modernized brand identity that would: 1. Ensure public participation and representation in the brand development process. 2. Rebuild trust in public health through clear, transparent, and community-centered messaging. 3. Strengthen partnerships with local health jurisdictions (LHJs), community-based organizations (CBOs), and statewide health partners. 4. Create a Strategic Communications Toolkit to ensure brand consistency across all platforms and stakeholders. This initiative was not just a logo redesign — it was a comprehensive transformation designed to align CDPH’s communications with its mission, values, and future public health priorities.
Priority Audiences(s)
General Public (Californians) – With a focus on underrepresented communities, namely Black and African American, Hispanic and Latinx, Native, and 2SLGBTQIA+, as well as rural, and lower-income populations. Community-Based Organizations (CBOs) & Local Health Jurisdictions (LHJs) – Trusted partners who help extend CDPH’s messaging and implement programs. CDPH Employees & Internal Stakeholders – Staff and leadership needed clarity and alignment in communications. Media, Policymakers & Public Health Leaders – To reinforce CDPH’s credibility and amplify its messages statewide. By prioritizing community voices, representation, and accessibility, the branding effort ensured that Californians saw themselves in CDPH’s identity and messaging.
Behavioral Objectives
The branding initiative aimed to shift behavior across multiple audiences: 1. Strengthen Public Trust in CDPH – Ensure Californians recognize CDPH as a credible, community-centered health resource. – Measure improvement in brand recognition and trust post-launch. 2. Increase Public Engagement with CDPH Resources – Make public health messaging more accessible and relevant to diverse communities. – Improve website traffic, social media engagement, and community participation in CDPH programs. 3. Foster Consistency & Adoption Among CDPH Teams & Partners – Equip CDPH staff and external partners with clear branding guidelines. – Ensure widespread adoption of the new branding through training and the Strategic Communications Toolkit. 4. Enhance Equity & Representation in Public Health Communications – Develop a brand that reflects California’s diversity and prioritizes accessibility (ADA compliance, multilingual resources). – Build stronger partnerships with CBOs and LHJs to co-create and distribute messaging. By modernizing its brand identity, CDPH positioned itself to better engage with communities, rebuild trust, and communicate public health’s role in improving Californians’ lives.
Description of Strategy/Intervention
The CDPH rebranding process was deeply participatory and research-driven, uncovering three strategic pillars that guided its development: Trust, Connection, and Accessibility. These principles informed the research, creative development, and creation of the Strategic Communications Toolkit, ensuring the new brand identity was visually compelling, representative, accessible, and effectively deployed statewide. 1. Research & Community Engagement: Ensuring Participation and Representation A key priority was ensuring broad public participation and representation in developing CDPH’s new identity. Civilian and CDPH implemented an inclusive, multi-phase research approach, engaging government, public health, community organizations, and the general public. Research Objectives: – Understand perceptions of CDPH among internal and external stakeholders. – Identify barriers to engagement with public health communications. – Develop a clear, inclusive, and trustworthy brand identity that resonates with Californians. Key Research Methods: – Interviews with Public Health Leaders – Engaged key stakeholders from CDPH, CalHHS, and LHJs to gather insights on positioning and -communication challenges. – Listening Sessions with Community-Based Organizations (CBOs) – Partnered with health equity advocates to understand how CDPH’s messaging could better serve diverse communities. – Internal Focus Groups – Assessed how CDPH staff perceived the brand and identified communication inconsistencies. – Statewide Public Survey – Launched a bilingual survey of 2,000 Californians, ensuring racial, ethnic, geographic, and socioeconomic diversity to collect quantitative data on public perception. – Creative Testing Focus Groups – Conducted multiple rounds of qualitative testing with Californians from urban, suburban, and rural areas to validate design elements. Key Research Findings: – Public Health is Personal – Californians engage with public health when they see its direct impact on their lives. – Representation Matters – The public wanted a brand that visually reflected California’s communities and diversity. -Clarity & Consistency Are Essential – Confusion about CDPH’s role created barriers to engagement, highlighting the need for clearer branding and messaging. These insights ensured the final brand was not just aesthetic but strategic, aligning CDPH’s identity with its mission. 2. Brand Identity & Logo Development: Translating Insights into Design The creative team translated research insights into a visual identity that reinforced trust, connection, and accessibility. Creative Development Process: – Developed three creative directions, each exploring different visual and messaging themes. – Conducted multiple rounds of testing to refine creative directions. – Created six logo variations, tested through statewide focus groups in English and Spanish. The Winning Logo: A Symbol of Inclusivity The final logo, inspired by the California state map, emerged as the strongest concept because it: 1. Represents California’s diversity through interconnected segments. 2. Creates a sense of unity and trust with a recognizable shape. 3. Uses a culturally resonant color palette, informed by focus group feedback. 4. Maintains flexibility for future applications, including campaign branding. Each design element was intentionally selected to ensure the brand was welcoming, modern, and community-driven, while maintaining the authority and credibility required for a statewide public health agency. 3. Strategic Communications Toolkit: A Guide for Cohesive Messaging To ensure CDPH employees and partners could apply the new brand consistently, CDPH developed a Strategic Communications Toolkit—a guide equipping internal teams, LHJs, and CBOs with adaptable resources. Toolkit Objectives: – Ensure uniform branding across CDPH and partner communications. – Provide ready-to-use templates and messaging frameworks. – Strengthen ADA compliance and accessibility across all materials. Key Components of the Toolkit: Branding Guidelines: – Logo usage & variations – Typography & color palette – Photography & iconography standards – Accessibility compliance (ADA & WCAG standards) Messaging Frameworks: – CDPH’s mission, vision, and brand voice – Public health storytelling principles – Key message templates Communication Templates: – Digital & print templates (social media graphics, presentations, fact sheets, flyers) – Customizable resources for LHJs and CBOs Training & Adoption Resources: – Live and recorded training sessions – A centralized online hub for easy access to materials – An FAQ and troubleshooting guide By equipping teams with these tools, the Strategic Communications Toolkit ensured long-term consistency of the new brand. 4. Beyond a Logo: Strengthening Public Health Identity This rebrand was not just a visual update—it was a comprehensive transformation designed to build trust, enhance engagement, and unify public health messaging. Strategic Outcomes: 1. A research-driven brand identity reflecting California’s diversity. 2. A participatory design process that ensured community buy-in. 3. A modern, adaptable, and ADA-compliant visual system. 4. A practical toolkit that empowers CDPH teams and partners. The successful execution of this strategy positioned CDPH as a modern, community-driven public health leader, ready to meet evolving health challenges while rebuilding trust statewide.
Implementation
The California Department of Public Health (CDPH) branding initiative was implemented through a highly structured, multi-phase process to ensure the brand’s success, adoption, and long-term impact. The approach prioritized extensive stakeholder engagement, research-backed decision-making, and phased rollout strategies to facilitate seamless internal and external integration. Phase 1: Research & Discovery (Months 1-3) The foundation of the project was a comprehensive research and discovery phase designed to capture the perspectives of CDPH employees, public health leaders, partners, and the public. This phase ensured that branding decisions were data-driven, community-informed, and aligned with California’s diverse public health landscape. Interviews & Listening Sessions – Conducted one-on-one interviews with public health leaders at CDPH, CalHHS, and local health jurisdictions (LHJs) to understand internal brand challenges. – Facilitated focus groups with CDPH employees across different departments to assess brand perception and communication barriers. -Hosted listening sessions with community-based organizations (CBOs) and advocacy groups to ensure the new brand resonated with the diverse populations they serve. Surveys & Data Collection – Launched a statewide bilingual survey of 2,000 Californians, ensuring representation across race, ethnicity, geography, and socioeconomic backgrounds. – Conducted an internal survey of over 100 CDPH employees and partners to assess the effectiveness of existing communications. Brand Audit & Competitive Analysis – Evaluated existing CDPH assets for consistency, ADA compliance, and messaging gaps. – Conducted a landscape scan of national and international public health brands to identify best practices and differentiation opportunities. Findings from this phase informed the strategic direction for brand positioning, messaging, and visual identity. Phase 2: Brand Strategy & Creative Development (Months 4-6) With research insights in hand, the team translated key findings into a strategic framework that guided brand identity development. Creative Exploration & Testing – Developed three creative concepts, each reflecting a distinct tone, visual language, and messaging approach. – Designed six logo variations, tested in focus groups representing English- and Spanish-speaking Californians from diverse demographics and geographic areas. Winning Logo Selection – The state map-inspired logo emerged as the clear favorite, resonating most strongly with Californians across all tested groups. – Participants appreciated that the interlocking segments symbolized inclusivity, diversity, and the interconnected nature of public health. The color palette was refined based on feedback, with an emphasis on warm, inviting hues that felt modern yet authoritative. Messaging & Communications Framework – Developed a Strategic Messaging Guide, ensuring CDPH communications were clear, accessible, and reflective of public health priorities. – Defined key brand pillars: Trustworthy, Inclusive, Innovative, and Community-Centered. Phase 3: Toolkit Development & Internal Rollout (Months 7-9) To ensure brand consistency, CDPH and Civilian developed comprehensive brand guidelines and a Strategic Communications Toolkit. Brand Guidelines Included: – Logo usage & variations – Typography, colors, and accessibility standards – Templates for presentations, social media, and print materials Strategic Communications Toolkit Included: – Guidance for creating culturally competent, ADA-compliant materials – Best practices for public health storytelling – Adaptable messaging frameworks for different audiences and communication channels CDPH conducted internal training workshops and webinars to ensure adoption among employees and partners. Phase 4: Public Rollout & Partner Engagement (Months 10-12) Official Brand Launch in September 2024 – Press release and media outreach campaign – Internal brand launch event for CDPH employees -Public introduction of the new logo and branding on the CDPH website and social media channels Community & Partner Integration – Developed co-branded assets for local health jurisdictions and CBOs. – Hosted trainings and webinars to ensure smooth adoption. By the end of the rollout, CDPH had successfully introduced a modernized, inclusive, and future-ready brand, setting a new standard for public health communications in California.
Evaluation Methods and Results
The new California Department of Public Health (CDPH) brand, unveiled in September 2024, modernized public health communications and strengthened trust, accessibility, and equity. More than a visual update, this initiative created a cohesive identity that ensures Californians see themselves reflected in CDPH’s communications, reinforcing public trust, community engagement, and collaboration across the state. A Modern and Inclusive Public Health Identity The state map-inspired logo, refined through public and stakeholder feedback, became a symbol of inclusivity and shared responsibility for public health. The branding guidelines now provide internal teams and partners with clear tools for consistent communication, ensuring digital, print, and in-person materials reflect a unified presence. By addressing outdated branding, inconsistent messaging, and accessibility barriers, CDPH now has an identity that aligns with its mission to serve all Californians equitably. Rebuilding Public Trust A key goal was to strengthen trust in public health through clear, engaging communication. By centering community input, CDPH created a modern, people-first identity that is transparent and accessible. A consistent brand voice and messaging framework now enable CDPH to engage the public with greater clarity, making the agency’s role and resources more recognizable statewide. A Unified Public Health Department CDPH works with hundreds of local health jurisdictions (LHJs) and community-based organizations (CBOs). Historically, branding inconsistencies diluted its visibility. The branding guidelines and Strategic Communications Toolkit have unified CDPH’s identity statewide, ensuring partners align their materials and messaging. This shared framework has improved brand consistency and strengthened collaboration, enhancing public health outreach and impact. Advancing Accessibility and Equity A key outcome of the rebrand was ensuring all Californians—regardless of language, geography, or ability—can engage with CDPH’s messaging. Key improvements include: 1. Full ADA compliance for accessibility. 2. Expanded multilingual resources for non-English speakers. 3. Greater representation of diverse communities. By prioritizing culturally competent communication, the rebrand bridges equity gaps, making public health messaging more inclusive and impactful. A Lasting Impact This rebranding effort was more than a visual update—it was a strategic transformation that positioned CDPH for the future. The initiative successfully: 1. Modernized CDPH’s identity to be more recognizable and relevant. 2. Strengthened relationships with LHJs, CBOs, and public health partners. 3. Established brand consistency, ensuring all teams communicate with a unified voice. 4. Enhanced accessibility and equity, making public health information more inclusive. By ensuring broad participation, strategic alignment, and a commitment to health equity, this rebrand has positioned CDPH to better serve Californians—now and in the future.
Entry Letter: D