SFHSA promotes well-being and self-sufficiency among individuals, families and communities in San Francisco. The Agency comprises three distinct departments operating under one administrative umbrella: the Department of Human Services (DHS), the Department of Aging and Adult Services (DAAS), and the Office of Early Care and Education (OECE). While SFHSA provides vital support and services to nearly one in four San Franciscans, it is largely unknown among city residents and even within some city departments, and communications and collateral are created independently by each department.
To address this, SFHSA selected Circlepoint to develop a cohesive brand identity to bring unity to communications across the agency, better engage stakeholders, and shape public perception of SFHSA as a provider of high-quality human services. This also includes developing an external communications and marketing plan that builds upon the SFHSA brand to support SFHSA’s overall mission to promote well-being, self-sufficiency, and positive outcomes among individuals, families and communities in San Francisco.
Circlepoint’s work has included in-depth secondary and primary research in advance of developing the new agency brand identity. This research included a visioning session with SFHSA staff, meetings with SFHSA executive staff, focus groups with community members, online surveys for SFHSA staff and agency partners, and a series of interviews and workshops with key stakeholders. Informed by the diverse voices and perspectives captured during this comprehensive research effort, Circlepoint created SFHSA’s new brand identity as well as mission and vision statements. Additional work includes conducting a round of message testing with select audiences and developing the external communications plan, ensuring the most effective and resonant brand narrative and messaging will reach SFHSA’s target communities.