CHALLENGE
The former Toronto General & Western Hospital Foundation, was responsible for fundraising for the Toronto General Hospital, Toronto Western Hospital and the Michener Institute of Education – three separate entities under the University Health Network (UHN). Communication materials were multifaceted and prolific, but there was little commonality in design, logo usage and colour palette. Haft2 was commissioned to establish a unifying design system and provide detailed brand standards so that 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 to provide an outside perspective on the benefits of having 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. In order to ensure greater design consistency, we created a broader colour palette that provided Foundation employees with the flexibility they desired.
In early 2021, the Foundation engaged Haft2 for the next evolution for the foundation the merger of four UHN entities into one foundation: UHN Foundation and to create a new logo and brand standards.
RESULTS
Our most recent work just launched April 01, 2021. Haft2 has been an agency partner for over five years, working exclusively with the Foundation on brand standards, applications and marketing campaigns. Our standards guide included primary and secondary brand levels, additional standards for events and multi-tier departments and donor naming rights.
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