Statewide Rebranding for West Virginia WIC

Challenge

As WIC clinics across West Virginia prepared to reopen after extended pandemic closures, the organization recognized a pressing need for a signage overhaul. Each of the dozens of statewide locations differed in size, structure, and local context. On top of logistical challenges, much of the work—including assessment and installation—would be weather dependent. The rebrand also needed to extend to mobile units operating in various regions.

Objective

• Ensure a unified and professional brand presence across all WIC locations.
• Create a warm, welcoming environment for WIC participants and staff.
• Modernize signage for both brick-and-mortar clinics and mobile outreach units.

Solution

WIC partnered with TMG to lead a statewide rebranding initiative anchored in the National WIC Association’s visual guidelines. TMG coordinated directly with Local Agency Directors, property owners, and a production vendor to manage signage from concept through installation.

Deliverables

• Custom signage designs for exterior and interior applications (reception signs, road signage, window clings, directional graphics).
• Full vehicle wraps for mobile WIC units.
• A comprehensive signage look book to guide consistent implementation across diverse locations.

Execution

TMG began by auditing the preliminary asset list provided by the state, then sourced and contracted a signage vendor capable of statewide service. Measurement teams visited each location to capture exact dimensions and assess installation conditions. Once this groundwork was complete, TMG’s creative team developed branded signage templates tailored to the varying needs of each site.

After the design phase, production and installation were scheduled in close coordination with site-specific stakeholders to minimize disruptions. This included planning around seasonal weather limitations and site access challenges.

Results

• 156 custom signage assets installed across 35 clinic locations statewide.
• 16 mobile units received full or partial vinyl wraps in the new branding.
• The rebranding created buzz in communities and helped signal a fresh, welcoming restart for in-person WIC services.

The cohesive and uplifting visual identity now reflects WIC’s commitment to accessibility, care, and community support—no matter the location.

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