Bloorview Kids Rehab
CHALLENGE AND OPPORTUNITY
Moving into a new, state-of-the art facility provided an opportunity for Ontario's oldest paediatric rehabilitation, research and teaching hospital to revitalize its name and visual identity and clarify its role. The organization wanted to develop a brand positioning and brand identity that reflect the value of their new name and their new opportunities. Working closely with senior management under a very aggressive timeline, we planned and implemented a process that included internal and external consultation.
Our brand positioning reflects the focus of the organization on helping kids and their families realize their unique potential. The emphasis on individual potential is expressed in the tagline From disability to possibility and was the foundation of a new visual identity that communicates the "infinite possibilities" that exist in the many treatment and care programs - as well as in the research and teaching initiatives.
Bloorview launched its new brand in September 2006 with the opening of the new facility. Both staff and families have enthusiastically embraced the expression of the promise and mandate of infinite hope embodied in the tagline and identity. The foundation and hospital have used it in a variety of ways to built support and pride in this truly inspiring and remarkable organization.
Brand strategy, brand identity design direction, tagline development
Ove Design & Communications
Branding an inspiring and real promise to help patients and their families see beyond disability to possibility.
"We couldn't have picked a better brand expert and team... It was important for us to work with someone who understood the importance of creating a brand that would work for the hospital as well as our Foundation, and was reflective of the strategic vision of both. Lee brought his experience to the project, and was able to take a creative approach to overcoming the inevitable obstacles that come along with a project that has so many vested stakeholders... He coupled his expertise with what he heard, and came back with a number of brand options that met our needs."
Christa Haanstra, Senior Director, Communications and Public Affairs