Harlem Wellness Center
Harlem, NYC
As the world entered 2021 enmeshed in social turbulence—the murder of George Floyd, a persistent pandemic, and deep challenges to our democracy—the Harlem Wellness Center asked us to give it a new brand face and amplify its voice for social justice.
The website and communication strategy we designed for the Center is helping it to raise awareness, engagement and support
How do you help a local cause evolve into a national brand?
Harlem Wellness Center
Harlem, NYC
As the world entered 2021 enmeshed in social turbulence—the murder of George Floyd, a persistent pandemic, and deep challenges to our democracy—the Harlem Wellness Center asked us to give it a new brand face to amplify its voice for social justice.
THE CHALLENGE
Without a comprehensive fundraising strategy and formal website, HWC sought our help to scale up and rebrand.
OUR WORK
One of the most important goals of our work has been to showcase HWC’s close-knit community, elevate its profile and expand awareness of its mission to fight racial health disparities. We also are helping the organization to promote and expand the work of its new Racial Healing Hub, a powerful new model for community wellness in the global, anti-racist movement for social justice. The editorial design for the website features an abundance of short videos, including some smartphone videos shot by supporters who share, in their own words, why they support this nonprofit.
OUR IMPACT
There is no longer any question about HWC’s vision, innovative leadership and groundbreaking work to catalyze community-led efforts
to redefine, for many, what is meant by community health and wellness. HWC now shares and hosts national conversations among diverse community networks about how we can move together—across today’s racial and cultural divides—to heal and deepen our commitment to each other to build a better world.
Our re-brand also is helping HWC to win new supporters and expand its programming. The Social Justice Fund we debuted gained a public vote of confidence on Giving Tuesday in 2021, when HWC’s first-ever mobile campaign exceeded expectations by raising more than $40,000 in 24 hours. On Giving Tuesday 2022, we expanded messaging on the website to feature the Center’s new Racial Healing Hub programming and stepped up the number of volunteers and supporters using peer-to-peer fundraising platforms to encourage their families and friends to participate and contribute. The result: HWC again exceeded its fundraising goal, this time raising more than $54,000.
We’re continuing our work for HWC, kicking off an awareness campaign for its community wellness work and producing a short-form documentary about the Center’s growth and its move to join national leadership to advance the racial healing movement.
Kai Ng, a Harlem marathoner, shares his story of racial healing at an HWC Speaker’s Corner event in Marcus Garvey Park in Harlem.
Us filming an interview with HWC Founder and Executive Director Vivian Kurutz
