The Challenge
Love The Golden Rule (LTGR) was already beloved in the St. Petersburg community for its compassionate approach to healthcare, but its brand identity hadn’t evolved alongside its growing mission.
The existing visuals lacked cohesion, the website wasn’t optimized for digital engagement, and communication tools didn’t reflect the organization’s professionalism or heart. LTGR needed a complete refresh; one that modernized their look without losing their warmth and accessibility.
The Solution
The goal was to preserve LTGR’s essence—joy, empathy, and inclusiveness—while creating a unified brand system that could scale.
I led a full redesign process, building a flexible visual identity around Winky, the organization’s trademark smiley face, and the motto “Be Happy, Help Others.”
Key initiatives included:
Creating a comprehensive brand kit (logos, fonts, color palette, social templates, and style guide)
Redesigning the website with integrated contact forms and newsletter sign-ups
Developing event graphics, outreach flyers, and tri-fold brochures for clinic programs
Executing monthly blog posts and newsletters to improve SEO and digital reach
Training staff on consistent brand use across print, email, and social channels
Execution & Approach
This two-year collaboration went far beyond design—it became a partnership built on storytelling and consistency.
I provided full-service creative direction and production across digital, print, and community channels.
Deliverables included:
Print materials: brochures, flyers, postcards, and business cards
Automated digital intake and communication workflows on the new site
Event branding for Fashion With Passion and World AIDS Day
Monthly email marketing and SEO-optimized blog content
Unified brand voice across all outreach platforms
Results & Impact
The rebrand and website relaunch elevated Love The Golden Rule’s visibility and reach across the Tampa Bay community. Following the redesign, their website averaged over 1.8K monthly views, with 200+ new patient leads captured through digital forms and newsletter sign-ups.
Regular blog content and newsletter content, partnered with SEO optimization, resulted in an average click-through rate of 25% across platforms, while consistent brand visuals strengthened recognition among donors, partners, and patients.
Most importantly, LTGR’s communications now reflect the same compassion and optimism that define their care; creating a digital and physical presence that truly embodies their mission: Be Happy, Help Others.
