KIDS CUREQUEST

Through a number of branding initiatives with Toronto’s Hospital for Sick Children, Haft2 developed over years, an entire brand culture for this local iconic champion for children’s health. In 2008, there was an opportunity to take the fundraising presence of the Hospital to a national level, through the development of a consumer-facing brand. The need was for an identity that could be placed on consumer products across the country, in order to bring in fundraising revenue on a broad scale.

Our period of discovery helped to solidify brand positioning. A thorough naming process then focused the identity on a purpose – on the purpose of the initiative. A brand mark was developed to highlight the value of scientific research, and express the need for funding in order to achieve the organization’s goals. The palette we selected pays homage to that of SickKids, but is more grounded in scientific research and academics.

Graphic treatments, photography recommendations and a set of clear visual guidelines all make this appeal clear, and necessary.