Caminar

Caminar is a nonprofit organization that delivers community-based behavioral health and substance use services across Northern California. In 2024 alone, Caminar supported over 41,000 individuals, offering critical, evidence-based care rooted in dignity, equity, and compassion. As the organization evolved its service offerings and realigned its position in the behavioral health landscape, it partnered with Wunderdogs to build a refreshed brand and digital presence that reflect its expanded impact and long-term vision.

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Initial challenge

Despite Caminar’s deep roots and powerful mission, its outdated brand and fragmented website made it difficult for users to understand the full scope of services; or to easily seek support. The digital experience lacked clear entry points for different audiences, and the visual identity didn’t reflect the credibility, empathy, or momentum behind Caminar’s work. Our task was to build a unified, authentic brand and platform that supports growth while centering the lived experiences of the people they serve.

Making direct connection

A vital first step for us was to truly understand the dynamic between those in need and the support Caminar provided. A number of our team spent time with the Caminar team seeing firsthand the work it does and the positive impact it creates. This deep dive discovery process helped us develop a brand strategy and messaging approach that felt connected to their mission and above all provided the right guidance for the whole organization to deliver evidence-based, whole-person care.

Framing a new perspective

As a brand that had built a successful presence in the Bay area, our approach was not to rewrite the past but to build on what worked and explore new opportunities to help the brand stand out and solidify its position. Building from the brand strategy, we embarked on developing a new visual identity that aimed to capture the same personal connection and unique connections to the people the organization supports. The intent was an identity that felt approachable, calm yet expressive. Muted but confident colors mix with flowing lines to create a visual identity that invites people in. Using photography of real recipients of Caminar services adds authenticity and deep connection.

Building a guided digital journey

Built in Webflow, the new site brings Caminar’s services, impact, and mission to the forefront through thoughtful layout, intuitive navigation, and clear information architecture. While it houses a substantial amount of content, the design system ensures that it remains digestible and never overwhelming. Supported by a modern backend stack including Cloudflare CDN, GA4, Mailchimp, and Userback, the platform is built to scale alongside Caminar’s expanding services and deepen engagement with the communities it serves.

Supporting long-term growth

The new brand and website launched alongside Caminar’s expanded programming and have helped the organization present a more unified voice to its communities, funders, and partners. The refreshed platform supports long-term growth, making it easier to serve tens of thousands of people each year with the clarity, dignity, and care they deserve. Today, Wunderdogs continues to support Caminar as an extension of their team, making sure the brand scales alongside their impact.