Bringing trust and identity to a new kind of health resource in Tulsa

Connect is a free support program aimed at closing Tulsa’s life expectancy gap by reducing disease and health disparities for some residents of North Tulsa. Connect needed more than just a name. It needed a brand identity that could break through skepticism and build real trust.

My role was to develop the identity from the ground up. We defined Connect’s mission, values, personality, and core messaging through collaborative strategy sessions. A huge insight was the importance of community. Many folks in North Tulsa feel overlooked or weighed down. But they still care deeply about their families and neighborhoods. Our approach had to meet them where they are. Relatable, trustworthy, and hopeful.

We positioned Connect as “Approachable Hope,” balancing professional expertise with the warmth of a fellow Tulsan. This came to life through an Everyman/Sage brand archetype, giving staff a way to live the brand without needing a marketing team. The custom connected script logo visually reinforces the program’s name and purpose. A friendly visual system, including a color palette inspired by the Tulsa flag and portraits of actual clients, helped further localize and humanize the brand.

With a clear foundation in place, Connect now has the identity and tools it needs to build long-term relationships—and long-term impact—in North Tulsa.