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Lumira Healthcare: Guiding Community Care Forward

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Project Focus

For more than 50 years, Livingston Community Health was a brand with a name rooted in place—one place. It quickly gained momentum, becoming a growing healthcare network with 10 locations serving communities across Stanislaus and Merced counties with medical, dental, behavioral health, pharmacy services and other essential care programs. The organization had evolved and expanded. Its name—and the identity surrounding it—had not. Noble West partnered with Livingston Community Health to create Lumira Healthcare: a brand with the warmth to feel familiar, the scale to support continued growth and the clarity to work across every point of care.

Challenge

As a Federally Qualified Health Center, Livingston Community Health had earned deep trust by making comprehensive care accessible to patients and families who often face financial, cultural, language and transportation barriers. Replacing its familiar name created a significant risk. Even a positive change could cause confusion or make long-standing patients wonder whether the providers, services and care they relied on were changing too. The challenge was a transfer of trust—carrying decades of recognition, relationships and credibility into a new name while making continuity clear at every stage of the transition.

Strategy

Noble West led the transformation from naming and positioning through visual identity, digital experience, campaign development, and systemwide rollout. The name Lumira was created to move beyond the geographic limitations of Livingston Community Health while preserving the warmth and accessibility at the heart of the organization. Rooted in ideas of light, clarity, and guidance, it gave the growing healthcare system a name that felt inclusive, forward-looking and capable of carrying it into its next chapter. The brand platform, “Guiding You to Greater Health,” translated that meaning into a clear promise—shifting the identity from the place where the organization began to the role it plays in the lives of the people it serves. A comprehensive brand system brought that strategy to life across every expression of the organization, from logo to color palette, graphic elements, photography, illustrations, and more. Designed to feel welcoming, optimistic, and scalable, it created a consistent experience across ten locations and a wide range of patient touchpoints, from the website and environmental signage to clinical materials, collateral and digital communications. Even a brand mascot, Link, added a friendly and energetic expression of the brand for children, families and employees.

Results

22M+
combined impressions and views delivered across all channels & tactics throughout the brand launch
17.6M
OOH impressions — 150% overdelivery
785K
YouTube views, nearly 4x above target reach
78%
Social video completion rate (VCR) — nearly double the category benchmark for in-stream video
4.2M
paid social impressions reaching 1.15MM unique users
315K
listeners reached across four radio stations in English and Spanish
44%
website engagement rate via digital media tactics

The launch campaign played a critical role in introducing Lumira as both something new and something deeply familiar. It celebrated the organization’s next chapter while reassuring existing patients and community members that the providers, quality of care, compassion, and reliability they had come to trust remained unchanged. Every message was designed to build recognition of the new name while reinforcing continuity, safety, and confidence in the care behind it.

Noble West developed and produced a fully integrated bilingual campaign across radio, traditional and digital out-of-home, Meta, YouTube, and paid search, supported by video, environmental rollout, patient-facing materials, and a flexible digital asset library. A parallel provider recruitment effort extended the new brand to prospective employees, positioning Lumira as both a trusted source of community care and a place to build a meaningful healthcare career.

The launch generated more than 22 million impressions and views, including 17.6 million out-of-home impressions and 785,000 YouTube views—nearly four times the campaign goal. Engagement also outperformed category benchmarks, with a 78% social video completion rate, a 5.18% paid search click-through rate, and LinkedIn sponsored content performing at twice the healthcare industry average.

More importantly, the campaign helped turn a new name into a familiar one—building recognition for Lumira while reassuring patients that the trusted providers, compassionate care, and dependable community presence behind the brand remained the same. At the same time, the rebrand gave Lumira a more expansive platform for what comes next—one built to support continued growth, reach more communities, and advance its mission of making healthcare accessible to those who need it most.