Pain Points
Misaligned brand
Difficulty attracting insured patients
Unclear messaging across audiences
Solutions
Brand strategy
Messaging framework
Visual identity redesign
Brand application
Tech Stack
Brand guidelines
UX strategy
SEO-informed content structure
Meet Utah Partners for Health
Utah Partners for Health is a community-driven healthcare provider serving the Salt Lake Valley with a mission rooted in accessibility, compassion, and whole-person care. Their services span medical, dental, pharmacy, vision, and behavioral health, offering comprehensive care to individuals and families regardless of income level.
At their core, Utah Partners for Health exists to serve the underserved. But to sustain that mission, they also rely on insured patients – those whose participation helps fund care for others in need.
As they expanded their services and impact, their brand struggled to keep up. It no longer reflected the quality of care they provided or resonated with the broader audience they needed to reach.
They weren’t just in need of a refresh. They needed a strategic transformation.
Brand & Build Level
Standard
Grow Level
Standard
Industry
Healthcare & Wellness
The Challenge: Serving Two Audiences with One Brand
Utah Partners for Health faced a unique and delicate challenge: how to appeal to two very different audiences without alienating either.
On one hand, they needed to remain approachable and welcoming to underserved individuals seeking accessible care. On the other, they needed to elevate their brand to compete with premium healthcare providers and attract insured patients.
Key challenges included:
- A brand that lacked polish and credibility for insured patients
- Messaging that didn’t clearly communicate their full range of services
- Visual identity that felt outdated and uncompetitive
- Difficulty balancing warmth and professionalism
- Limited ability to communicate their broader mission effectively
The Solution: A Dual-Audience Brand Strategy
Big Red Jelly approached this project with a clear objective: build a brand that could serve everyone, without compromise.
We began with strategy and messaging, ensuring that every element of the brand would support both audiences simultaneously. From there, we developed a visual identity and brand system that reflected both clinical excellence and human-centered care.
Key strategic initiatives included:
- Developing a dual-audience messaging framework
- Repositioning the brand as both premium and approachable
- Designing a modern, flexible visual identity
- Creating scalable brand assets for long-term growth
Part 01
Crafting a Dual-Audience Brand Strategy
The foundation of this transformation was a messaging strategy that could speak to both audiences clearly, authentically, and effectively.
We created a layered messaging system that invited both groups in, while reinforcing a shared purpose.
What we developed:
- Core tagline: “Your Healthcare Home.”
- Supporting message: “Your Health is Within Reach.”
- Community-driven message: “A Healthier You, a Healthier Community.”
- Mission statement centered on accessibility, quality, and proactive care
This framework allowed Utah Partners for Health to position themselves as both a trusted healthcare provider and a meaningful part of the community.
Part 02
Designing a Brand That Balances Warmth & Credibility
The visual identity needed to walk a fine line: professional enough to compete, but approachable enough to connect.
We built a system that reflects clinical excellence without feeling cold or intimidating.
Key design elements included:
- A refreshed, modern logo that stands out and builds recognition
- An updated color palette to replace outdated tones with a more appealing, balanced system
- Clean, professional typography paired with soft, welcoming visuals
- Custom icons and visual elements to represent their full range of services
The result is a brand that feels equally at home in a clinical setting and within the community.
Part 03
Building Internal Brand Alignment
Beyond external perception, this rebrand played a critical role internally, helping the organization align around who they are and how they serve.
By clearly defining their messaging and positioning, Utah Partners for Health gained clarity across teams and services.
Internal impact included:
- Unified understanding of brand voice and positioning
- Alignment across departments and services
- Clearer communication of their mission and impact
- Stronger foundation for future marketing and outreach
Part 04
Structuring for Growth & Expansion
This wasn’t just a brand refresh, it was a foundation for long-term growth.
We built a scalable brand system that could support expanding services, new audiences, and future marketing initiatives.
Growth-focused initiatives:
- Messaging that highlights both primary and emerging services
- Framework for integrating medical, dental, behavioral health, and more
- SEO-informed content structure for future website expansion
- Strategic positioning to support becoming a leading healthcare provider in Utah
Part 05
Preparing for Marketing & Digital Expansion
With the brand foundation in place, Utah Partners for Health is now positioned to expand their digital presence and marketing efforts.
The rebrand sets the stage for a high-performing website and ongoing SEO strategy.
Marketing readiness included:
- Clear calls-to-action for each service line
- Simplified user journey for patient engagement
- Bilingual accessibility (English & Spanish) considerations
- Content strategy focused on patient stories, trust, and outcomes
Bring It All Together
By aligning brand, messaging, and design, Utah Partners for Health now has a cohesive identity that supports both their mission and their growth.
Key outcomes
Elevated brand perception to attract insured patients
Key outcomes
Clear, unified messaging across all audiences
Key outcomes
Scalable brand foundation for long-term growth
The Results: Growth Without Compromise
Utah Partners for Health didn’t need to choose between growth and mission—they needed a brand that could support both.
By creating a dual-audience strategy, refining their messaging, and elevating their visual identity, they are now positioned to expand their reach while staying true to who they are.
81
%
81% of patients research healthcare providers online before booking
23
%
Consistent branding can increase revenue by up to 23%
70
%
70% of consumers say trust is influenced by brand perception
Shown: Anna Thaler
The Strategist
Anna Thaler | Brand
Anna led the full brand transformation, crafting a strategy that balanced accessibility with credibility and brought clarity to Utah Partners for Health’s mission and messaging.
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Big Red Jelly: Your Healthcare Branding Partner
Big Red Jelly partnered with Utah Partners for Health to build more than just a brand, we built a foundation for impact. Through strategic thinking, intentional design, and mission-driven messaging, we helped transform their identity into one that can grow, compete, and serve at a higher level. Our Brand. Build. Grow. framework ensures that every brand we create is built to perform.
Meet the Team
Why Big Red Jelly?
At Big Red Jelly, we understand that branding is more than aesthetics, and that it’s how your organization communicates value, builds trust, and drives growth. For Utah Partners for Health, that meant creating a brand that could serve multiple audiences while staying true to a deeply important mission. We combine research, strategy, and creativity to deliver brands that look better and work better.
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