UHN Foundation
Brand Campaign
Project Location
Toronto, Canada
Project scope
Brand Campaign
Toronto General & Toronto Western Hospital Foundation is responsible for fundraising for Toronto General Hospital, Toronto Western Hospital and the Michener Institute of Education – three separate entities under the University Health Network (UHN). Communication materials were multi-facetted and prolific, but there was little commonality in design, logo usage and colour pallet. Haft2 was commissioned to establish a unifying design system and provide detailed brand standards so the Foundation could present itself in a consistent manner. In addition, the brand positioning, “Knowledge Lives Here,” worked inside the hospital buildings, but lacked relevance and meaning for external communication pieces.
Solution
Haft2 conducted a thorough communications audit and surveyed Foundation employees on the hurdles they encountered in designing impactful communication materials. To bring relevance and meaning to the “Knowledge Lives Here” positioning, we wrote a “Creed” that provided an outside perspective on the benefits of knowledge within a healthcare environment. We then prepared a recommendation on how each of the hospital logos should be used, while respecting the brand standards of UHN.
To create greater design consistency, we created a broader colour pallet that provided Foundation employees the flexibility they desired. An official secondary colour palette was designed to span across the myriad of campaigns and materials that the foundation produces. The palette needed to be broad, dynamic and complement the brand’s heritage colours. The overall essence is bright, optimistic and refined. Next, we created design templates for recurring communication pieces.
Results
Through consistency in design and the ability to visually connect messaging to the public, the Toronto General and Western Hospital Foundation fully expects to increase the impact of their communications in 2018 and beyond. The Creed that added meaning and relevance to the brand positioning was used as a cornerstone for messaging on the Foundation’s website. And, the universal acceptance of the new design framework led to Haft2 creating the current multimedia campaign, “What Knowledge Can Do”.
