The TLC Project

Shaping a campaign rooted in trust, empathy, and equity.

Overview

Harbinger Health came to ICS with a rare ask: help them launch a campaign platform that wasn’t about product, but about purpose. Together, we built a campaign rooted in trust, equity, and social activism — designed to spark real conversation and rebuild trust in healthcare. Our goal was to create a visual and verbal identity that felt human, honest, and full of energy, inviting a broad, diverse audience into a movement for change.

Our work spanned strategy, naming, design, and execution. We developed a clear positioning and messaging framework, facilitated a collaborative naming workshop, and crafted a distinctive visual identity rooted in social activism.

Our Role

Brand Identity
Content Strategy
UI/UX Design
Creative Partner
Development

Industry

Healthcare
Social Justice

Our Approach

ICS worked closely with Harbinger Health to craft a campaign strategy that would foster open, transparent conversations about access to care — not as a side message, but as a core expression of purpose. At the heart of the campaign was a shared commitment to trust, empathy, and action, articulated through a co-authored purpose statement and a positioning strategy anchored in one central idea: building trust and breaking down barriers.

Unlike a traditional product launch, this campaign offered something different — the conversations themselves were the product. Rather than asking for buy-in, the campaign asked people to listen — to show up, reflect, and be part of something bigger. To support that mission, we defined a set of shared values — including trust, honesty, humility, and authenticity — to guide every message, visual, and interaction.

Creative Direction

We designed the campaign to feel like a real conversation: honest, generous, and deeply human. Our aim was to create a magnetic emotional connection with audiences, balancing seriousness of purpose with a tone that felt warm, inviting, and real.

Visually, the campaign lives at the intersection of healthcare and social activism — bold and message-driven, with authentic photography, hand-drawn elements, and vibrant, off-kilter layouts that reflect the grassroots power of the movement. We leaned into design choices that evoke freedom, creativity, and empowerment, helping to build energy and foster lasting trust.

A core element of the identity was a standalone wordmark — confident, distinctive, and carefully customized to serve as a clear and memorable expression of the campaign’s name across touchpoints.