Champions of your cause.
Cempa Rebrand
Since 1986, Chattanooga CARES’ mission has been to reach, assist, and support people impacted by HIV. Recently, CARES’ services have grown to cover Hepatitis C, STIs and many other primary care services. Along with that growth, the organization is expanding well beyond the city of Chattanooga. They have done this with compassionate and responsive delivery of education health, social, and advocacy related services.
Because of this growth, the Board of Directors felt that the organization needed a new name and identity that reflected their expanding services and service area. After an extensive naming process, the board landed on Cempa Community Care and Widgets & Stone went to work on identity designs.
The end result is a strong typographic approach that is clean and understated – both professional and approachable. The medical cross is formed by the overlapping of two arrows, arrows that also double as framing devices or symbols of movement. Flat color combines with warm photography to present information clearly.
The board also wanted to keep the Chattanooga CARES name, utilizing it for the foundation side of the organization. Widgets & Stone redesigned the heritage logo to fit with the new brand design.
Creative Direction: Paul Rustand; Design Direction: Liz Tapp; Designer: Mark Slawson; Photography: Stock; Writing: 26 Tools.