Healthy Petaluma
District & Foundation
Objective
After selling Petaluma Valley Hospital, the Petaluma Health Care District was faced with the challenge of redefining its identity. For years, its name and mission were closely tied to hospital ownership, and this shift prompted a complete re-evaluation of how it served the community. The organization needed a refreshed identity that reflected its new purpose: advancing community health and well-being across all populations, independent of clinical administration. The goal was to rename, rebrand, and reorganize communications to align with this evolved mission. This included creating a new public-facing identity for both the District and its Foundation—one that could communicate their shared vision with clarity, accessibility, and optimism to a broad local audience.
Process
To bring the new vision to life, we partnered with the District’s creative team through The Design Guild, delivering branding, web design, print, and copywriting support. A key early decision was partnering with illustrator Jen Du, whose geometric patterns brought warmth and structure to the visual system. We translated her work into core brand elements to unify digital and print collateral. Simultaneously, we collaborated with the District and Foundation team to streamline content, meet ADA and California Health Care District standards, and thoughtfully organize information. The final website was custom-built in Squarespace with tailored code, plugins, and integrations to support accessibility, clarity, and a seamless user experience across a robust amount of content.
Solution
The result of this collaboration was the launch of Healthy Petaluma, a vibrant new identity that honors the organization’s legacy while embracing its future. The name shift helped realign public perception, while the new brand system established visual consistency across District and Foundation materials. Jen Du’s illustrations became a signature asset, adding movement and optimism throughout digital and printed touchpoints. The Squarespace site provides an intuitive platform for sharing vital health initiatives, grants, and program updates—while meeting accessibility and compliance standards. Altogether, the rebrand elevated Healthy Petaluma’s presence, clarified its mission, and empowered the organization to serve the Petaluma community with renewed focus and trust.
Project was done in collaboration with JoJo Stassel through The Design Guild