DCPCA logo stickers in blue, white, and black on a laptop trackpad, one showing the full name District of Columbia Primary Care Association.

DCPCA Rebrand

Client: District of Columbia Primary Care Association | TESS Partners

Branding

Branding

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Stationery

Stationery

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Annual Report

Annual Report

Overview

The District of Columbia Primary Care Association (DCPCA) is a non-profit health organization that advocates for the health of all DC residents, ensuring access to quality, primary healthcare. To better reflect their role as a connector and collaborator within the community, DCPCA engaged Creative Cycle and Tess Partners to develop a new brand identity. Together, we led the design process to create a logo that visually communicates their commitment to collective action, shared purpose, and health equity.

Team

Portrait of Carlos Murguia

Co-Creative Director

Carlos Murguia

Portrait of Jose Caicedo

Co-Creative Director

Jose Caicedo

Art Director

Barbara Condemarín

Art Director

Eli Taipe

Senior Designer

Mihail Mansilla

Deliverables

Brandguide

Stationery

Annual Report Template

01

Challenge

As an organization that brings together diverse health centers, policy makers, and community advocates, DCPCA needed an identity that felt unified and strong. The challenge was to move away from purely clinical or corporate aesthetics and instead create a symbol that represented the "human" side of healthcare advocacy. We needed a mark that felt modern and professional while deeply emphasizing the importance of working together to solve complex systemic health issues.

01

Challenge

As an organization that brings together diverse health centers, policy makers, and community advocates, DCPCA needed an identity that felt unified and strong. The challenge was to move away from purely clinical or corporate aesthetics and instead create a symbol that represented the "human" side of healthcare advocacy. We needed a mark that felt modern and professional while deeply emphasizing the importance of working together to solve complex systemic health issues.

Laptop screen showing the DCPCA annual report cover, Collective Action: A Year of Transformation.

The annual report template in use, with the Collective Action cover we set for DCPCA.

02

Solution

Our process was a true partnership between Creative Cycle and Tess Partners. By combining our strategic and design perspectives, we explored various visual directions to find the right balance of authority and community. Ultimately, we landed on a concept built on the idea of collaboration:

  • Visual Metaphor: We utilized geometric intersections as the core of the identity. These intersections serve as a visual metaphor for collective action, representing the diverse organizations and people that come together under the DCPCA umbrella.

  • Core Values: The design language focuses on strength and mutual respect. The overlapping forms suggest that the organization is more than the sum of its parts—that their power lies in the connections they facilitate.

  • Design Execution: Together, we refined a clean, cohesive logo that feels both established and forward-thinking, emphasizing clarity and unity over complexity.

02

Solution

Our process was a true partnership between Creative Cycle and Tess Partners. By combining our strategic and design perspectives, we explored various visual directions to find the right balance of authority and community. Ultimately, we landed on a concept built on the idea of collaboration:

  • Visual Metaphor: We utilized geometric intersections as the core of the identity. These intersections serve as a visual metaphor for collective action, representing the diverse organizations and people that come together under the DCPCA umbrella.

  • Core Values: The design language focuses on strength and mutual respect. The overlapping forms suggest that the organization is more than the sum of its parts—that their power lies in the connections they facilitate.

  • Design Execution: Together, we refined a clean, cohesive logo that feels both established and forward-thinking, emphasizing clarity and unity over complexity.

Blue DCPCA brand guidelines book with open spreads on audience needs, tone of voice, and color.
Blue DCPCA brand guidelines book with open spreads on audience needs, tone of voice, and color.

The brand guidelines we wrote with TESS Partners, covering audience, tone of voice, and how the blue works.

03

Impact

The new logo successfully realigned the DCPCA brand with its primary mission: fostering collaboration to improve health outcomes. By adopting an identity rooted in the visual language of partnership, the organization now possesses a mark that resonates with their members and community partners alike. The identity provides a strong foundation for their ongoing advocacy work, clearly communicating that DCPCA is a central hub for shared purpose and health justice in the District.

03

Impact

The new logo successfully realigned the DCPCA brand with its primary mission: fostering collaboration to improve health outcomes. By adopting an identity rooted in the visual language of partnership, the organization now possesses a mark that resonates with their members and community partners alike. The identity provides a strong foundation for their ongoing advocacy work, clearly communicating that DCPCA is a central hub for shared purpose and health justice in the District.

Stack of blue DCPCA business cards next to a white card with a name, title, and contact details.

Business cards carrying the new mark, the line about collective action, and the dot pattern from the identity.

Open DCPCA folder holding a printed letterhead with the logo and an orange corner accent.

Stationery for everyday use: a letterhead and folder where the orange accent comes straight off the logo.

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FAQ

Get quick answers about working with us and our approach to digital solutions.

Ask a question

Ask a question

What’s included in a monthly retainer?

01

Each retainer includes a set number of design or strategy requests per month, priority turnaround, and a dedicated point of contact. It’s built for teams who want ongoing support without starting from scratch every time.

How many requests can I make per month?

02

We typically handle up to two active requests at a time, with new ones queued as they’re completed. Most deliverables are turned around within 48–72 hours, depending on complexity.

Is a retainer better than a one-off project?

03

If you need ongoing design support, faster turnarounds, or regular iterations, a retainer is often more cost-effective and collaborative than starting fresh each time.

Who will I be working with?

04

You’ll work directly with senior designers and strategists. No middle layers, no fluff—just experienced people doing the work.

Do you work with international clients?

05

Yes. Most of our clients are remote. We’re fully set up to collaborate across time zones with clear communication and shared tools.

Let's talk

hello@creativecycle.io

2303 Cavendish Drive, Alexandria, VA 22308

Virginia

Make it happen

Let's talk

hello@creativecycle.io

2303 Cavendish Drive, Alexandria, VA 22308

Virginia

Make it happen

Let's talk

hello@creativecycle.io

2303 Cavendish Drive, Alexandria, VA 22308

Virginia

Make it happen