Mercy Care is a free medical clinic for uninsured individuals currently living in Muskegon, Michigan. The brand visuals emulate the values, which are equality and fairness for all patients while exhibiting a freindly, welcoming impression.

According to the Michigan Department of Community Health, of the 146,736 adult residents in Muskegon, 20,775 of them are uninsured.

These low-income individuals are ineligible for health insurance due to several reasons: they do not have access to coverage through their job, high costs, or they do not know how to get help. To better understand how patients would interact with the process, I sketched out a story map.

The process itself of applying for health care is stressful. Pateints must go through a long, extensive list of tasks to ultimately get the help they need. To counter the anxiety and stress that is put on the users, I developed a series of values to better alleviate the onboarding process.

Creating a sense of warmth and belonging, where everyone is welcome

Treating patients with respect, equality, and fairness

Excellence and innovation in medical care practices

Clear communication and easy, friendly experience for each individual

Passion and commitment to each and every patient

For uninsured and low-income adults in Muskegon, Mercy Care provides free medical services in friendly, convenient manner.

When developing a brandmark, I wanted to convey the sense of duality to show Mercy Care is accepting of all people. Everyone should feel equal and no one person is more important than the next. Their should be a warm, welcoming feeling to the brand, as well.

Patients interact with the brand in several ways. To get a better understanding of potential touchpoints, I utilized this chart.