Mercy Care Atlanta

Watchword Matchstic Mercy Care Atlanta Rebrand


Healthcare / Not-for-Profit



Mercy Care Atlanta, a member of Saint Joseph’s Health System and Trinity Health, has offered high quality integrated care to homeless and uninsured individuals in Atlanta since the 1980s. In 2014, the organization became autonomous from a financial, management and governance standpoint, and was reintroducing its fundraising arm as the Mercy Care Foundation. After working with award-winning Atlanta brand house, Matchstic to reinvent the brand, they turned their focus to launching a unique multi-level web presence designed to speak both to patients and supporters.



To communicate its offerings and identity clearly to caregivers and patients, the Mercy Care web presence was designed with dual navigation, each of which offers a distinct reading level, language style and communication structure. The top level speaks to volunteers and donors. It tells the Mercy Care story, introduces key leadership, shares impact statistics and provides channels through which caregivers and volunteers can be involved in the work of the organization. The conspicuous, primary navigation provides information to assist patients in finding and visiting a care facility. Content was developed for more than 60 pages, which together articulate the brand story and support Mercy Care efforts.



  • Brand Story & Instructional Web Content
  • Content Refresh & Creation
  • Navigation Support
  • Strategic Messaging Application