capracare, founded by Jean Pierre-Louis, MPH, a native of Fronféde, Haiti, is a nonprofit dedicated to building sustainable community health and education programs in Haiti and beyond. Despite its 12-year history, the organization had never launched a formal branding campaign, leaving its mission and impact unclear to even its most dedicated supporters. As Director of Content Strategy, I recognized the urgency for a cohesive branding effort after a committed volunteer admitted they didn’t fully understand what capracare did despite months of engagement with the team.

To address this, I developed a branding campaign to educate the public about capracare’s mission, founder, beneficiaries, and their struggles and triumphs in the challenging context of Haiti. Leveraging my photography from Haiti in 2020, along with the brand book, voice guidelines, and personas, I created a stylescape to visually articulate the brand’s direction. This curated design strategy provided a clear and compelling vision tailored to our primary persona, “Marie.” The campaign’s copywriting reflected hope, ambition, and humor, aiming to communicate five core messages: capracare’s purpose, methodology, founding story, scalable model, and its role in creating a new narrative for Haiti.

Visually, I highlighted capracare’s people by removing photo backgrounds, allowing individuals to take center stage. Paired with gradients of capracare’s primary and secondary colors, the designs established a distinctive, recognizable aesthetic. Beyond visuals, I developed templates for blogs, social media, email campaigns, and a microsite and SoundCloud assets. A forthcoming podcast series will further tell the story of capracare, amplifying its mission and impact on a global audience.