Previously known as Healthy Northland, this organization struggled to represent the seven counties it served as a united front. While banding together helps with grant funding, their work is so localized that an overarching identity often felt off and went unused. Additionally, most of the organization's funding comes from the Statewide Health Improvement Partnership (SHIP), causing external confusion about the what Healthy Northland is and its connection to SHIP.

Through several meetings with the organization's leadership and their on-the-ground teams in the counties they serve, we uncovered key insights. The biggest opportunity to address their challenges was to create a brand system that worked both holistically and at the local level. Our goal was to eliminate the complexity of juggling multiple logos for SHIP, Healthy Northland, and individual county programs. This was creating confusion internally and externally, and streamlining the branding would bring much-needed clarity.

The finished brand system centers on the organization's primary provider, SHIP, and was designed for flexibility, adapting to different audiences and contexts with clear guidelines. The primary regional logo, under the new Northeast SHIP name, represents the organization’s entire service area. County-specific logos were also developed for localized use. Each variation maintains a strong visual connection, ensuring brand recognition and consistency across all applications.