As a new urgent care facility in Sacramento, First Call was in need of a brand identity. The finalized symbol showcased both compassion and urgency in such a way that a mother would feel completely comfortable bring her child here. It was a teddy bear with a cross shaped bandage on its leg. The bandage represented the medical aspect of the company while the focal point of the piece was on the compassionate teddy bear. These attributes were then carried throughout other design decisions to ensure brand consistency.