Family Birthing Center
A baby's feet on a bed.

Impact on Maternal Health

Family Birthing Center, Alameda Health System

The Family Birthing Center engaged Colectivo for a comprehensive rebranding campaign designed to promote equity and access, supporting pregnant people and their healthcare providers, many of whom come from the same community. Our work for the Family Birthing Center included:


  • Brand Strategy

  • Brand Collateral

  • Story Bank

  • Social Media

  • Website

  • Crafting a new brand identity rooted in the needs of patients and providers
  • Curating a rich story bank loaded with stories of mothers, families, doctors, and midwives
  • Designing a new, user-centric, and accessible website focused on meeting patient needs across lines of class, education, and language

Brand strategy creates a unified identity across media

Brand Expression

Inclusive, Authentic, Supportive, Celebratory, Bold and Feminine, Pro Moms and Families, Confident, Strong, Encouraging

Colectivo conducted industry analysis and stakeholder research to craft a brand foundation rooted in the core values of authenticity, trust, wellness, diversity, and community.

Story banks pair powerful images and videos with patient stories.

“I feel heard and seen,
always welcomed.”

Story Bank

20 stories from women of diverse ages, ethnicities, and perspectives.

Mothers want to hear from other mothers. Colectivo’s documentary assets allow the Family Birthing Center’s website to let women’s voices be heard, cultivating authenticity and trust. 

User-centered User Experience Design

Colectivo’s research informed our design of a mobile-friendly website that would serve women of all educational and class backgrounds with valuable and relevant information in multiple languages.

Healthcare providers told us that women wanted to be able to learn about their prospective providers easily, so we designed the Family Birthing Center’s first online staff directory, including areas of specialty and languages spoken. 

Diversity, equity, and access were our touchstones for design, content, and functionality.

am loving the unfolding of the new content through social media posts. Community Health Center Network clinics are letting us know that they have accessed our new website and are referring patients there. They are very complimentary.

Rachel Hogan, Director of Nursing, Alameda Health System

Bring your impact story to life.