United in purpose: Unveiling our unified brands

by Dr. Patrick Lee , President & CEO

I am so honored to share with you that Central Health, CommUnityCare Health Centers, and Sendero Health Plans – collectively known as the Central Health system – are unveiling our unified brands.??

?Six years ago, we embarked on a comprehensive branding initiative, driven by research and guided by input from our stakeholders, including members of our community, patients, and employees. This initiative was prompted by a third-party performance review at the request of Travis County Commissioners in 2017. This study revealed confusion among constituents about Central Health’s relationship with CommUnityCare and Sendero Health Plans .?

?After a pause due to the COVID-19 pandemic, we jump-started the branding initiative in 2023, placing a renewed emphasis on community-focused research. This research underscored the need for clarity and cohesion in how we present ourselves to the community. Patients expressed a desire for a unified healthcare system that is easily navigable and readily accessible.?

?In the coming weeks, you'll begin seeing elements of our new brand. Change won’t happen overnight – it will be phased in over time, reflecting our commitment to unity, transparency, and whole-person care. By presenting one brand across the Central Health system, we proudly communicate our shared values and purpose to our community. Through transparency and clarity, we empower individuals to navigate our healthcare system with confidence and trust.?

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At the heart of our new brand is a logo that embodies these principles, featuring a “C” for “central” and “community” and an “H” for “health,” alongside the internationally recognized healthcare cross. The color palette is based around green, with several shades symbolizing trust, healing, and warmth – values that are integral to our mission.?

As we roll out our new brand across various platforms, imagine a mighty oak tree, with Central Health as the sturdy trunk that supports a network of branches – each one representing a different aspect of our healthcare system. Together, we form a unified whole, rooted in our shared mission of serving the community. Just as a tree cannot thrive without its roots, Central Health cannot fulfill its mission without the support of our community. Your voices, your feedback, and your partnership are essential in guiding our efforts and shaping the direction of our work. ?

Thank you for your ongoing commitment to our mission.