At the center of a rebranding for Henry J. Austin Health Center

By December 9, 2020Branding, News & Articles

StimulusBrand is proud to reveal the new brand mark and integrated communications program promoting a transformed Henry J. Austin Health Center. We are so pleased to introduce their new brand which reflects their vision and mission of providing high quality care and services to a diverse community regardless of their race, ethnicity, gender, sexual orientation or income level.


StimulusBrand worked with the HJAHC leadership team in providing: brand strategy, positioning, logo and visual brand styling, advertising brochures, copy, web, stationery materials, banners & signage, email and e-signature formatting, powerpoint presentations, sub-brand logos, and more.stationery materials, banners & signage, email and e-signature formatting, powerpoint presentations, sub-brand logos, and more.

We wanted the brand mark we created to evoke: vitality, energy, celebration, diversity, community, togetherness, and a place that serves as a bridge to wellness—welcoming all people to receive high quality care. The new HJAHC mark represents several themes that are proprietary to the Henry J. Austin Center.

Five forms shaped like the capital letter “A” intertwine with each other connecting to form 1) a bridge, 2) the feel of a rainbow, 3) an example of togetherness and diversity. These 5 forms displayed in 5 different colors represent the five core organization values (integrity, compassion, respect, cultural sensitivity, quality). This bridge is a more evident and vital representation of the “swoosh mark” displayed in their older logo while also sending a “nod” to the familiar Lower Trenton Bridge over the Delaware River sporting the phrase, “Trenton Makes. The World Takes. ” The HJAHC organization itself acts as a “bridge” to overall wellness. The multiple forms also represent a center that is providing a diverse range of services. The abstract of a rainbow represents our welcoming to the LGBTQ commun

Positioning HJAHC as the “Center for wellness” to the community indicates first that this is a multi-purpose center providing a broad mix of health & wellness services. The phrase also invites people in to a community center where people can gather and interact. Here people can feel more centered as they improve their own well-being,

“This new brand encompasses how HJAHC has changed and grown over the past few years. It was vital for the community to see Henry J. Austin as a beacon in the city of hope, health and wellbeing for all. The newly renovated buildings are designed for people to feel welcomed and where they come to become well and be treated with respect.” Dr. Kemi Alli, CEO.

“Having grown up in Trenton, it’s always been important to me to serve those who serve the communities of Trenton. Having the opportunity to help transform Henry J. Austin Health Center is a blessing. We are excited for them and the well-being of their community.” Tom McManimon, President, StimulusBrand.

Learn more and see creative portfolios from Stimulusbrand at http://www.stimulusbrand.com

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Henry J. Austin Health Center, Inc. (HJAHC) is located in Trenton, New Jersey. Established in 1969 as Trenton’s Neighborhood Health Center, HJAHC was incorporated in 1986 as a private, non-profit 501(c) (3) entity.

Our mission is to provide patient-centered, comprehensive, accessible, efficient, quality primary care, mental health, and substance abuse treatment services to the culturally diverse greater Trenton community. Our exceptionally well-trained team works with community partners to provide best-practice healthcare and extraordinary customer service to achieve the best possible outcomes.

Our vision is to give all of our patients the opportunity to achieve optimal health and well-being—mind, body and soul.

Everyone who enters the HJAHC—doctors, nurses, trauma professionals, physical therapists, nurse practitioners, donors, patients, and family members—is treated to an experience focused on our five core values:

Quality • Integrity • Compassion • Respect • Cultural Sensitivity

We guide our patients using nutrition, exercise, and highly focused medical care that addresses their medical issues. As the largest non-hospital-based ambulatory care provider in the city, we offer patients the full spectrum of care: adult medicine, gynecology, pediatrics, HIV treatment, dental care, podiatry, and ophthalmology, nutrition, social service, substance abuse assessment and intervention, and behavioral health. We also have an onsite pharmacy and provide translation services and transportation when they’re needed.

The Center accepts most forms of health insurance, including Medicare and Medicaid. There is a sliding fee scale for the uninsured. We provide care to approximately 13,000 individuals annually, generating more than 50,000 visits at four locations.

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HJAHC is named for Dr. Henry J. Austin, an African-American Princeton resident who came to Trenton to practice medicine when Jim Crow laws prohibited him from practicing in his own hometown. Dr. Austin was born on February 23, 1888, in Tallahassee, Florida, and was brought to Princeton as a young boy. He attended Howard University Medical School and graduated in 1918 and completed his internship at Freeman’s Hospital (now Howard University Hospital) in Washington, D.C. Some historians credit Dr. Austin with helping to integrate Trenton schools.

Dr. Austin’s devotion to helping others forms our foundation. We stand for equality, celebrated differences, a commitment to excellence, and stability that doesn’t waver, and the care we provide to our community starts with every interaction patients have with us, from “Hello” to “How are you feeling today?” to “Let’s see what we can do to help.”