In 2013, Perch was hired by MaineHealth as the communication and marketing team for a statewide project involving seven community hospitals in seven of Maine’s most rural counties. The goal of this project was to increase access to healthy choices in each of the seven communities, with the long-term goal of reducing the burden of chronic disease across the state. Each community’s work was tailored to its unique needs and executed according to its own capacity, increasing the overall effectiveness of the grant-funded project by not prescribing a single approach.
In addition to developing campaigns for many of the projects (e.g. Sidekicks, Oxford County Moves, and EveryBody), we were also tasked with unifying the various projects under a single umbrella brand, separate from the internal “HOMEtowns Partnership” working name. To do this, we developed a flexible system of colors, typography, and graphics that informed both the county campaigns and the top-level initiative branding, creating a nearly subliminal consistency across all materials developed. The logo for the resultant Communities Transforming brand featured three interchangeable marks, showcasing each of Maine’s distinct landscape typologies: rocky coastline, forested hills, and rural farm fields.
In keeping with MaineHealth’s emphasis on collaboration, Perch also designed and developed an online project-sharing platform that allows community health organizations to showcase their work in a consistent format and learn from the successes and failures of similar projects.
Perch developed a flexible branding system that respected the unique character of the counties while subtly uniting the work under a single brand. Simultaneously, we created a web-based project-sharing and data logging tool for use by the counties during the duration of the project, which now acts as a foundation for future work and collaboration.