Building a Purpose-Driven Brand: How Design Meets Mission at HELPcare
In this week's episode of Take Charge with HELPcare, host Lee Aase and co-host Dan Hinmon welcome Rick and Sally Kennedy—founders of Be Real Be Good Creative—for an insightful conversation on branding, purpose, and the evolving healthcare landscape. Their discussion offered a behind-the-scenes look at how HELPcare’s visual identity was shaped by values, collaboration, and shared vision.
Rick and Sally, seasoned design professionals with decades of experience, have been integral to HELPcare’s growth from the start. After reconnecting with Lee through Dan, the couple brought their creative agency’s reimagined mission—working only with purpose-driven clients—into alignment with HELPcare’s goals. Their decision to focus on projects that “do good” mirrored HELPcare’s own patient-empowerment ethos, making their collaboration a natural fit.
A pivotal branding moment came when Lee described the desired vibe for HELPcare as “Norman Rockwell meets The Jetsons.” This inspired Sally to blend timeless trust with futuristic innovation in her design work, leading to a distinct and resonant brand. Rick complemented this with thoughtful UX and UI strategy for the website, focusing on user clarity and minimizing friction—ensuring patients could easily understand membership options and take action.
Throughout the episode, the team reflected on how branding is more than aesthetics—it’s about consistency, authenticity, and delivering on promises. They emphasized the importance of building a brand from mission and values outward, ensuring that every customer interaction aligns with what the organization stands for. Rick and Sally highlighted how HELPcare’s no-ego, value-first approach makes collaboration energizing and impactful.
This conversation also underlined HELPcare’s foundational mission: to support both patients and practitioners in reclaiming control—patients over their health, and practitioners over their careers. The Kennedy team drew parallels between HELPcare’s empowerment-based care model and their own client philosophy, noting how meaningful work fuels motivation and excellence.
For healthcare providers considering a break from the traditional, corporate mold, this episode demonstrates how brand, culture, and mission are intertwined—and how, with the right support, they can converge into something truly transformative.
Whether you’re a patient seeking better care or a practitioner envisioning a more fulfilling career, Take Charge with HELPcare shows what’s possible when values lead the way.
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