Whitman-Walker’s frontline work during the AIDS crisis gave them a national reputation as “The AIDS Clinic”. Our task was to expand their appeal beyond the LGBTQ community by crafting a new brand that would reintroduce Whitman-Walker Health as a full-service healthcare provider for anyone and everyone.
In-depth interviews gave us insights into three core audiences: internal staff, patients, and the greater Washington, DC community. What emerged was a brand purpose centered on a single core message: “Whitman-Walker Health is open to all and has a passion to improve every life we touch.”
Our creative teams distilled the brand purpose into three simple words: “We See You”. Using distinctive photography and graphics, we emphasized that WW doesn’t see patients or illnesses; they see people for who they are and deliver the kind of compassionate care they deserve. We brought the creative to life with a comprehensive media campaign including programmatic digital, social media with video, print, radio and out-of-home advertising.