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The SURHC provides health services to low-income patients and immigrants in Kansas City, Missouri. I led a rebranding initiative in collaboration… Read More
The SURHC provides health services to low-income patients and immigrants in Kansas City, Missouri. I led a rebranding initiative in collaboration with the client and architect. Our team researched the existing conditions and needs of the patients and caregivers to communicate. We redesigned the identity system to reflect the brand vision and values while respecting its history. The expanded identity system expands on the Pelican by using common eco-systems to communicate place across the various use group culture that include Somali, Vietnamese, Russian, and Hispanic. The wayfinding system is designed to accommodate all of these languages and literacy levels. Read Less
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Samuel U. Rodgers Health Center Rebranding
Communicating place across cultures and literacy levels
The SURHC provides health services to low-income patients and immigrants in Kansas City, Missouri. Our team researched the existing conditions and needs of the patients and caregivers to communicate. We redesigned the identity system to reflect the brand vision and values while respecting its history. The expanded identity system expands on the Pelican by using common eco-systems to communicate place across the various use group culture that include Somali, Vietnamese, Russian, and Hispanic. The wayfinding system is designed to accommodate all of these languages and literacy levels. 
The design of the Samuel U. Rodgers Health Center by Rafael Architects emulates the form of a pelican's body. The three levels are divided into Sea, Earth and Sky as a parti for guiding visitors through the space. This organization also designates the cast of "characters" living on each floor and the color palette for each clinic.
Cross-cultural and language symbol system to communicate various areas and clinics in the facility
Touch screen directory allows facility to update for changes in population.
Primary Wayfinding Signage
Elevator and Bathroom Wayfinding Signage
Pediatric Clinic Wall Graphic
Dental Clinic Reception & Waiting Area
Behavioral Health Clinic Wayfinding
Behavioral Health Waiting Room
Donor Wall Concept Elevation
Donor names are engraved on aluminum "birds" of varying sizes and finishes.
Detail of linoleum cut icons helping direct patients to each clinic.