St. Joseph's Mercy Care Services Undergoes Re-Branding

From Mercy Care

Mercy Care, formerly known as Saint Joseph’s Mercy Care Services, has undergone a new branding designed to establish Mercy Care’s organizational identity as well as showcase its mission of service to those who need it most. In addition, the fundraising arm, formerly known as Saint Joseph’s Mercy Foundation, is now Mercy Care Foundation. A new website was also launched, www.mercyatlanta.org.

The timing was right for a new branding and strategic marketing vision, said Tom Andrews, president of Mercy Care. Saint Joseph’s Mercy Care Services and Saint Joseph’s Hospital were separated following the hospital’s joint venture with Emory Healthcare in 2012. Mercy Care is now independent and is autonomous from a financial, management and governance standpoint. Mercy Care last year provided medical, dental, behavioral health, vision and diagnostic services for more than 12,700 patients, 67% were homeless and 95% uninsured. In 2014 less than 5% of Mercy Care’s $15 million budget came from net patient revenue. For the remainder Mercy Care relied on donors, grantors, volunteers and partners.

Acknowledging that there is still some confusion surrounding the name and the relationship between Mercy Care and Saint Joseph’s Hospital, Matchstic was charged with helping Mercy Care establish a new identity and branding. “But we also need to raise awareness of Mercy Care in and around the city. We need to make it known that Mercy Care is an indispensable, best-in-class medical care provider and an essential part of Atlanta’s fabric of medical and social services,” Andrews said.

With “Hope in Healing” as the big idea, the creative team combined the shape of hands to represent healing and nurturing with the prevailing shape of a heart to communicate both the care and compassion found in the mission of Mercy Care along with the hundreds of staff volunteers and supporters who work daily in support of clients and patients.

Within the grasp of the fingers is the Cross — a symbol that represents the rich legacy of the Sisters of Mercy. “Together the mark is a unique identifier for the Mercy Care brand – with the hope of inspiring a city that healing is within reach,” says Blake Howard, creative director.

Denise Garlow, Mercy Care’s marketing manager, said that in collaboration with Mercy Care’s leadership team, Matchstic was able to translate that strategy into a beautiful identity that captures the heart of Mercy Care and its mission. “I love the new look,” said Garlow. “It’s hard to let go of the Saint Joseph’s mark but the new logo feels very much like us - big hearts and busy hands. I think they captured the essence of who we are and what we do, because that hasn’t changed, but gave us a contemporary, energetic look which matches the excitement we feel about our future.”

Dustin Britt, director of brand strategy for Matchstic, said the firm’s passion for the project was “fueled by Mercy Care’s dedication and passion. They have a firm belief that, regardless of insurance or income status, everyone deserves access to exceptional care.”

“So many people in our community are suffering and longing to be whole. At Mercy Care we dedicate our efforts to providing compassionate, quality medical care and because we see it daily, we know that with healing, hope comes alive — and hope is still the best medicine of all,” says Sister Angela Ebberwein, Vice President of Mission at Mercy Care.

Britt echoed one of the branding challenges. “Early on I was shocked to learn that Mercy Care had been around for almost 30 years and yet, I had never heard of them before,” he said. “They play such an important role in serving populations in need in and around Atlanta, but Atlanta doesn’t know about Mercy Care — a least not yet.”

“Mercy Care is the best kept secret in Atlanta. We’d be a lot poorer in so many ways but for the compassion and care these folks give to those most ignored,” said David Fitzgerald, president and CEO of Fitzgerald + Co., and a board member. “This new branding effort will help raise Mercy Care’s profile and make more people aware of this essential safety net organization.”

The new logo and branding will be unveiled throughout the Summer of 2014.