A Visual Identity Rooted in Care and Connection
Karna Public Health Consulting
Why This Project Mattered
Community-based organizations play a vital role in improving maternal and child health, yet many face barriers to funding, data, and visibility. The CBO CARE initiative set out to change that—creating a national platform where organizations can access resources, build skills, and connect with one another in meaningful ways.
How We Approached the Design
Turning Insights into Design Strategy
We began by studying insights from Karna’s national needs assessment to understand the challenges community-based organizations face—especially around funding and collaboration. These findings guided our design strategy. We mapped how data and feedback could shape a brand that felt both credible and approachable, ensuring the final visual system reflected real-world needs.
Designing a Symbol of Collective Care
The CBO CARE logo centers on a heart, a universal symbol of care, compassion, and connection. Its fingerprint-inspired pattern represents individuality while celebrating the collective power of community. Each line signifies the partnerships and shared purpose that drive maternal and child health forward—illustrating how CBO CARE brings organizations together under one mission.
Creating a Clear and Consistent Brand Guide
To help partners use the new identity with confidence, we developed a one-page Branding Quick Guide. It outlined logo use, colors, typography, and icon styles—all tested for accessibility. This made it easy for any partner to produce materials that stayed consistent with the CBO CARE brand.
Designing a Custom Icon System
To extend the CBO CARE visual language, we created a custom icon system that represents partnership, learning, and care. Designed for accessibility and flexibility, these icons ensure every communication feels cohesive across platforms.
Understanding the Funding Landscape
As part of the CBO CARE initiative, we designed an easy-to-read primer to help community-based organizations navigate the complex funding landscape for maternal and child health.
The guide breaks down federal, state, and private funding sources, outlines common grant mechanisms, and links to key national partners and databases.
By translating technical funding information into clear, actionable language, the resource helps small and mid-sized CBOs strengthen financial sustainability and access new opportunities
Designing Resources That Empower
We designed digital toolkits, success story spotlights, and resource sheets that made complex health information easy to navigate. Each layout used plain language and accessible contrast to support readability for diverse audiences.
Designing an Accessible Online Hub
The CBO CARE website brought every element together into a single, accessible digital hub. Designed for clarity and inclusivity, the platform helps organizations find funding, share knowledge, and connect through a user-friendly interface.
The result is a national resource that feels both professional and personal—grounded in care, collaboration, and equity.
Reflections
The CBO CARE project shows how accessible design can strengthen equity in public health. By transforming research into clear visuals and digital tools, the initiative continues to help community-based organizations connect, collaborate, and grow their impact nationwide.
