There’s an old saying in business that a great company name is like free advertising. So it stands to reason the opposite may also be true — and could explain why in 2024 our friends at Quin County Community Health Services came knocking. Made up of five adjoining northwest Minnesota counties, Quin (as it is affectionately known) is a respected public health organization that for years had been plagued by brand identity issues.

As the client plainly admitted, “Quin County Community Health Services” doesn’t necessarily roll off the tongue. Likewise, the “Quin County” misnomer created confusion since there is no Quin County on the map. What’s more, the existing logo needed help. These fundamental points were identified by the Quin team during a strategic planning session that crystalized the need for a major brand overhaul.

Design by committee often leads to a clumsy or convoluted outcome. Not this time! Fortunately for everyone, the team fully embraced our recommendation of “Healthy Quin Counties” as the new way forward. Besides having a nice ring to it, the name is easy to understand and easy to remember. Plus, it allowed the familiar Quin nickname to remain while providing direction and clarity for an organization devoted to healthier communities. To be safe, we sent the final design to the NACCHO office in Washington D.C. where it received a rave review. Whew!