Equitas Health New Brand Strategy

Equitas Health New Brand Strategy - Equitas Health

Equitas Health is a nonprofit community healthcare system founded in 1984. They are one of the nation’s largest LGBTQ+ and HIV/AIDS-serving organizations, serving tens of thousands of patients in Ohio, Texas, Kentucky, and West Virginia.

Originally AIDS Resource Center Ohio (ARC Ohio), Origo helped create a new brand and name strategy for the organization, helping them evolve from an HIV/AIDS focused group to a leading healthcare advocate that serves the comprehensive needs of the LGBTQ community.

Services Provided
  • Marketing Research & Testing
  • Brand Strategy & Concepts
  • Positioning Strategy
  • Messaging Strategy & Guidelines
  • Brand Guidelines
  • Logo Design
  • Collateral & Branded Materials
  • Internal Communication Strategy
  • Environmental
  • Print Advertising
  • Awareness Campaigns
  • Educational Campaigns & Tactics

Origo conducted working meetings, as well as focus groups and surveys with stakeholders, helping to learn valuable insights from their target audiences to determine effective approaches for the new brand strategy.

Working closely with the leadership team, Origo created a new brand strategy for ARC Ohio, developing the new name of Equitas Health to position the organization as a leading provider in high-impact prevention, health, and wellness services for the LGBTQ community.


Origo assisted in the creation of the logo, color palette, design elements, typography, image, style, tone, and voice, which helped reach a broader range of audiences and stakeholders for the organization.

Once the rebrand strategy and platform were fully developed, Origo created a set of Brand Guidelines that educated the Equitas Health team on how to effectively communicate their brand when developing new tools and materials, as well as provide new templates for advertising and marketing strategies.


The new brand was welcomed with open arms by the community, helping the organization build upwards of $640K at their largest fundraising event (up 25% from the previous year).

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