Bethany Legacy Foundation

The Bethany Legacy Foundation’s roots trace back to 1896, when a group of 12 women opened a hospital in Jefferson County, Indiana. For more than a century, the Bethany Circle of the International Order of the King’s Daughters and Sons dedicated itself to serving the health needs of the community. Eventually, this long-standing group evolved into the Bethany Legacy Foundation—a nonprofit health foundation with a mission to create an inclusive ecosystem that promotes health and wellness for all.

Although the foundation had a strong mission and a desire to connect to its community, it lacked a clearly defined brand identity—one that could unify its message, reflect its values, and connect meaningfully with the people it served.

Bethany Legacy Foundation approached Mertz with the challenge of creating a brand identity that would:

• Be inclusive and community-centered
• Reflect the history, values, and spirit of Jefferson County
• Communicate care and wellness through every brand touchpoint
• Engage the local community in the branding process

As a full-service brand partner to Bethany Legacy Foundation, our collaboration began with immersive, workshop-driven community research and engagement. We worked alongside foundation leaders and local stakeholders to uncover insights, about needs, aspirations, and health equity across Jefferson County, that fueled our brand strategy. From there, we crafted a nuanced brand identity that reflects the Foundation’s mission of “making Jefferson County the healthiest place in the world”. That identity was brought to life across multiple channels: we designed and developed a responsive, storytelling-driven website; and produced animations that distilled the Foundation’s vision into compelling, accessible narratives.