The Strategy

If you haven’t seen the new CaringBridge website, that’s a good thing. After all, the nonprofit isn’t trying to market or sell or persuade. It’s just trying to heal—patients and their loved ones. The website, which alternately acts as an information conveyer, get-well card, and for some, a prayer circle, has become a modern media tool for thousands who are experiencing a health crisis. Yet even an innovation like CaringBridge needs updating.

The Creative

“CaringBridge needed a refresh,” says Mary Kemp, cofounder of Minneapolis-based Ideas that Kick, which, along with colleagues at CaringBridge, redesigned the “entire visual palette,” including logo, several pages of the website, collateral materials, and a “toolbox” of visual elements.

Gone is blue, which could be seen as cold or clinical. In are orange and berry colors, with a heart separating the words “caring” and “bridge.” The unique nature of the project required a redefinition of “clients,” which Kemp refers to as “authors.” By definition, that can be the patient, concerned friends or family, or both.

The Buy

There will be an information-push behind the changes—a few online and print ads, Kemp says. But the authors will mostly find it on their own, propelled by a health crisis. Kemp says CaringBridge hopes to have a positive effect beyond a social media role.

“The new look and feel more closely aligns with their mission [of] spreading hope and compassion, and really emphasizing the love that we all experience during a health situation,” Kemp says.

Ideas that Kick has been going through a bit of a metamorphosis in its own right. Founded 11 years ago, the 10-person shop, which reports annualized gross billings of about $14.5 million, started out as HartungKemp. It then switched to Ideas that Kick, and is mostly now known as Kick. Its clients include Pepsico Nutrition Ventures, Aveda, and Buffalo Wild Wings, among others. As with any firm, they’re all important. But few if any agencies will ever have a more meaningful project than CaringBridge.

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