UC Berkeley’s faculty/staff health programs have rebranded! Same services, new name.
This project was sparked by a UCOP’s push for a systemwide faculty/staff health program rebranding. UCOP proposed the UC campuses adopt the “(insert university name): Living Well” model. Being Berkeley, the oldest university in the UC system, many of our services were created as problems arose, resulting in siloed and independently advertised programs for fac/staff. While we agreed it was time to “package” the services under one umbrella, we knew that “Berkeley Living Well” would not resonate with our audience.
Cue competitive analysis!
We found other UC campuses naming their programs: UCLA Health -Wellness Initiative, Choose Well, Insight Employee Assistance Program, Faculty/Staff Assistance Program, Wellness Program, Work/Life & Wellness, Health & Wellness, and Employee Wellness. Across the nation, we found MHealthy (University of Michigan), LiveWELL Iowa, University of Arizona Life & Work Connections, Be Well@Stanford, UWellness (University of Washington), and Vanderbilt Health & Wellness. Now this got our wheels turning
Cue focus groups! Over the course of 6 weeks, the Communications team held focus groups with UC Berkeley staff, representing different levels of leadership and trades of work. We floated several different ideas: Faculty/Staff Health and Well-being, bWell at Work, Wellness at Work, Berkeley Work/Life, and Be Well at Work (hint: the winning candidate!).
Cue logo development!
Some of the early drafts looked like this:
And this is where we’ve landed:
Through this rebranding, we hope faculty and staff have a better sense of the breadth & depth of support programs and services available to them during their career span at UC Berkeley. As someone that was a student, then became a career staff member, and is now trying to navigate financial wellness, retirement, mental health and wellness, etc. I am rooting for this new “packaging” to succeed.
One step closer towards a more together, innovative, simplified, accountable, and service-oriented workplace… #GoBears!