CAMH FOUNDATION

The Centre for Addiction and Mental Health (CAMH) is Canada’s largest mental health and addiction teaching hospital, as well as one of the world’s leading research centres in the field. CAMH Foundation originally came to Haft2 in need of an identity facelift. As a Toronto fixture for nearly a century, there was equity in the identity that the organization didn’t wish to lose. Communications however were widely varied, and consistent reproduction of the main brand colour – CAMH Purple – was especially problematic.

We began with refinements to the logo itself, simplifying its graphic lines, then refined the notations of the brand colour to make it more reliably reproducible. We developed a series of word marks for the Foundation so that each of its programs now features and reinforces the name CAMH. New marketing communications, a new website for the Foundation and a new identity and rethought experience for the organization’s biannual Transforming Lives Awards all contribute to our refinements to this iconic Toronto brand culture.

We completed our brand facelift with the writing and printing of a complete set of brand standards to ensure brand consistency and simplicity of communication for multiple users.