Created by Travis County voters in 2004, Central Health is a growing and evolving healthcare system designed to provide quality safety-net care to the people of Austin and Travis County.
While the Central Health system includes CommUnityCare Health Centers and Sendero Health Plans, few people within the community understood their relationship. The situation was exacerbated by the fact that each entity had its own unique logo, branding, and voice.
To reduce confusion and ensure better care outcomes for its patients, Central Health began laying the groundwork for a comprehensive, research-informed rebranding in 2017 and engaged Belmont shortly thereafter. Following a pause during the pandemic, the effort accelerated in 2022 and 2023 as Belmont worked closely with the Central Health team to design a modern, cohesive brand system that encompassed all three entities.
The centerpiece of this effort become a new brandmark that incorporates the letter “C” for Central and Community, an “H” for Health, and the internationally recognized healthcare cross. A color palette built around inviting forest and mint green tones evokes feelings of trust and healing.
The new branding began rolling out across the Central Health enterprise in 2024, with new building signage, team apparel, paid and organic social placements, marketing collateral, and more.
More than a marketing exercise, the new brand reinforces the collective strength and bonds between Central Health, CommUnityCare, and Sendero Health Plans. United, the Central Health system will help shape a future where compassion overcomes healthcare divides.
