About the Work
CARES for COVID-19 (Community Healthcare Workers Accessing Resources for Equity in Syracuse) was an initiative from the Central New York Regional Healthcare Equity Task Force, created to promote equitable access to vaccines and address health disparities in Syracuse’s hardest-hit communities.
Before launch, CARES needed a visual identity that aligned with its mission. After learning about the program’s goals and community-driven approach, we explored how its values could be expressed visually.
The team gravitated toward the idea of a “helping hand”—a symbol of support and care. We paired this with bold, confident colors to reflect the program’s energy and impact. Drawing inspiration from Syracuse University’s iconic orange, the final "orange-in-hand" logo expresses CARES’ local pride and commitment to community.
mood boards exploring proposed visual language
social media content introducing the initiative
